Chapter 11
Making Marketing Practical, Focused, and Routine
Re-thinking how you make marketing happen
I’m guessing that you’re pretty busy. I’m guessing that you have many great marketing ideas that never surface on your “urgent” list—at least not until your company starts to feel financial pressure.
If you have ever stressed over marketing, or if your marketing has ever suffered due to lack of money, time, and people power, then you are about to be liberated. I would never be audacious or short-sighted enough to proclaim that marketing doesn’t need money, time, and people, but I can tell you with complete conviction that it can be done, and be successful, with a lot less than you think. It comes down to two things: thinking like a marketer ...
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