CHAPTER 17
MARKETING – THE SEARCH FOR OPPORTUNITY
… In which we learn how marketing can only create opportunities; good marketing creates good opportunities and we learn how to make the most of them.
WHAT MARKETING WON’T DO
We are going to take a look at the thorny subject of marketing, but before we do we have to understand what marketing will and won’t do for us. It does not sell; it does not find customers; it does not make money; it cannot find work. It does one very significant and valuable thing, it creates opportunities. For example, say you are a painter and decorator and you produce a few hundred cheap flyers which you drop in the mail boxes of all the surrounding homes in your neighbourhood. Miraculously, you get a phone call, someone ...
