Yet many small businesses, and, increasingly, mid-size to large businesses are realizing that there are ways to build a business that money can't buy. Brains can substitute for dollars. And frequently have to. Each is true to a degree.
Profitable sales are the result of successful marketing activity.
Advertising and promotion is only one of the vehicles that may advance your company. When advertising is needed, nothing will substitute. Yet frequently I counsel my clients in other, more cost-effective directions. The successful business will operate in the area where all three are working together. If you're selling a service, think of it as a product.