Nowadays the job of a marketer is improperly conceived to be pushing what a company does (both products or services) onto the market, or in other words, promoting. On the contrary, marketing should be about the fine-tuning of supply and demand, through the ability of understanding what people want, need and desire to spot current or future problems that need to be solved. Promotion, following Philip Kotler’s pillar theory, is just one, of the 4 Ps of marketing, probably even the last one to be addressed, while the other 3 (Product, Price, and Place) need to be contemplated and are the starting point for a marketer.