Finally, to the extent that we can make correct generalizations about our customers, we can tune creative and promotion to fix soft areas. In addition to the process of marketing, there are other needs in your company. You must explain what you are trying to accomplish, how you expect to achieve it, so others can know when you succeed. This is of equal or perhaps even greater importance than actually doing the work. If you can't explain why it matters to your company, you will be shut down.
Good marketing is expensive and very elusive.
Justifying it is far harder than making the case for a bigger warehouse or computer system. There are several constituencies that are important to comunicate with. I know you know all about this stuff.