1. What is marketing?
What’s in this chapter for you
There can be few areas of business that are so maligned as marketing. In some ways it’s the fault of the ‘image’ of professional marketing people, all flashy designer clothes, swish offices, digital platforms and self-serving ‘marketing speak’. Forget them. What you need to realize is that marketing is essential for survival and growth – and it’s a tool which is easily within your grasp.
‘Assuming that the product is OK, 99 per cent of business success is down to marketing. You can have the greatest idea, product or service – but no customers, no future.’
– Simon ...