Marketing is an essential part of any business – yet often it’s an overlooked part that’s lumped in with sales – or disregarded altogether – until the sales figures start to slide…

A Definition of Marketing

I look on marketing very simply: it’s the bit that happens before the selling starts! In other words it’s the way you promote, advertise, brand, describe your products or services and convince people to raise their hand and express interest. Once they have indicated their interest, the sales process kicks in and completes the transaction.

Let me give you an example. A TV ad for McDonalds is marketing. Nothing is sold to a customer at the moment the ad is shown but as a result of seeing the ad, Joe Public may decide to go to McDonalds. It’s only when he approaches the counter that the selling process starts.