As important as that is, marketing has a broader role. In general, marketing is the process of planning and implementing the promotion and distribution of products that satisfy customers. When a company's marketing department ignores the value of these areas and their associated techniques, it deprives itself of many tools used by its competitors. Whatever definition you now use for marketing, the increased competitive environment requires that every bit of improved marketing possible be used to increase a company's performance. Very few companies have a staff of professional marketers experienced in every aspect of a complete marketing program.
Consultants can help bridge the gap.
Networking with fellow marketers can also help. When you draw on the skills of experienced marketers to supplement your marketing staff, your company stands a much better chance of succeeding. Voice your opinion. But many among us have come to think of that quest as quixotic. Positioned between the media and technology suppliers on the one hand and the spenders on the other, an ad agency is like a middleman, aware of the motives and objectives on both sides.