In business, many organisations, if they were to place as much emphasis and focus on their accounts and operations as they do on their marketing, would go out of business!

Over the past two decades or so I've been asked numerous times "What is marketing?" It's an interesting question and the answer differs from person to person depending on their experiences. For some it's advertising, websites and brochures but for me it's far, far more than just the collateral that your market place sees.

Here's my definition; Everything that can be used to help a prospect or client to make a fully qualified decision.

I believe that marketing begins with the culture within a company, it's understanding, from a clients perspective, the value derived from the product or service offered. In any considered purchase your client wants information first and your product or service second. If you don't engage, communicate and educate effectively you will lose them.

Marketing is every contact - From how your telephones are answered, your messages, your online strategy, your offline strategy and everything else that you do.

You can spend an absolute fortune unneccessarily, my colleages and I see it all the time. It's our contention that you should have process driven marketing, not ad-hoc, and it shoulld be measurably proven to be the most cost, time and resource effective way of educating your market place.