Make Marketing a Core Business Strategy

January 2007
by Chip Conley and Eric Friedenwald-Fishman

« Back to Independent Articles

@CN:Chapter 1

Make Marketing a Core Business


by Chip Conley and Eric


“Marketing is just smoke and mirrors.”


all about selling people things they don’t need at prices they can’t afford.”


uses slick ads and exploitative tactics to take advantage of stereotypes,
fears, and unrealistic fantasies.”


“No one
but large corporations can afford it.”


not ready for marketing. Once we have finalized the product, worked out the
bugs, and seen how it works, then we might invest in it.”


We’ve all heard and, at times,
hidden behind these myths, but solid marketing is a key component of business
success that can support both the financial and social bottom lines of your


Many people use the word marketing to
refer to a broad set of promotional and outreach activities aimed at
communicating a business proposition to customers and other important
audiences. These activities often include advertising, media relations, direct
mail, promotional offers, online promotions, sales materials, and various
tactics. While all these are important, we…IBPA Members – Click here to view the full article (login required).

Join Today!

« Back to Independent Articles

How to Get Involved!
Marketing Opportunities

From mailings to exhibits, see how IBPA's marketing programs help you grow your sales.

Educational Opportunities

Attend a seminar, ask an expert, and get more free advice with our educational programs.

Become a member

Access exclusive members-only benefits starting at just $10.