Make Marketing a Core Business Strategy

January 2007
by Chip Conley and Eric Friedenwald-Fishman

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@CN:Chapter 1

Make Marketing a Core Business
Strategy

 

by Chip Conley and Eric
Friedenwald-Fishman

 

“Marketing is just smoke and mirrors.”

 

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

 

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

 

“No one
but large corporations can afford it.”

 

“We’re
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
organization.

 

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).

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