Marketing makes people aware of what you do and how they can buy what you sell. A market is not something you can buy, however. Your market is something that you earn. There’s an old saying in marketing, “If you own your market, you can name your price.” This means knowing what your customers need, how they will respond to what you offer and how well you serve them.
The better you become at marketing to your customers, the less you will spend in other areas and the more money you will ultimately make. The best marketing programs are a mainstay of your business; performed and managed consistently. When done as a discipline, marketing is much more cost-effective and rewarding. Marketing tools and technology change without warning. Marketing principles do not. Both require the attention of leaders who keep their marketing activities aligned with the business vision and mission.