Marketing Your New Business

Bruce R. Barringer

Marketing refers to all the activities that a business engages in to be successful in selling a product or service that people not only desire but are willing to buy. Most of a business’ marketing activities are executed through one of the four Ps of the marketing mix—product, price, promotion, and place (or distribution). Most new business owners see the development of an effective marketing program as a key factor to their ultimate success.

Be careful, however, of how you think about marketing and the financial resources that you dedicate to it. Marketing is one area where hard work and ingenuity can make up for a lack of funds. It’s also an area where money can be easily wasted if a business doesn’t ...