Marketing, a term often discussed and more often misunderstood, is of critical importance to the small business. Your marketing efforts include every contact any representative of your firm has with any possible customer.
Marketing is more than sales and advertising.
Your firm's marketing philosophy creates an impression that permeates your operation from first contact through follow-up calls. Being an effective marketer is not easy nor is the work ever completed. But here are a few fundamentals that will increase the effectiveness of your marketing efforts. Know your customers To the extent that you know your customers' businesses - their problems, their concerns, the ways in which they make decisions, the values they subscribe to, etc. If the lists are extensive, patterns begin to emerge about how to promote to them.