Handbook of Marketing

To some, marketing is just a necessary evil or an expense that must be minimized. To others it is an art form that drives success. I've worked both for companies who had tremendous brand recognition and for companies who had little or none (even though they clearly had the superior product). With the brand recognition it was much easier to complete a sale, without it sales were an uphill struggle all the way.

...but, our product will sell itself!

"If a man... makes a better mouse-trap than his neighbor, though he builds his house in the woods the world will make a beaten path to his door." These words, spoken by Emerson in the nineteenth century, still draw mixed reactions from marketers. Yes, your product needs unique and well-crafted elements, but the world must also know about it quickly and must have ready access to it. Since you are using MarketingBuilder, we want to help you lead this process with as many useful resources as possible. We want to help you to do it right...to substantiate your ideas, prove your concepts, and convince others to follow your lead and ultimately become the hero of your company for substantially increasing sales and profits.

To some, marketing is just a necessary evil or an expense that must be minimized. To others it is an art form that drives success. I've worked both for companies who had tremendous brand recognition and for companies who had little or none (even though they clearly had the superior product). With the brand recognition it was much easier to complete a sale, without it sales were an uphill struggle all the way.

...but, our product will sell itself!

"If a man... makes a better mouse-trap than his neighbor, though he builds his house in the woods the world will make a beaten path to his door." These words, spoken by Emerson in the nineteenth century, still draw mixed reactions from marketers. Yes, your product needs unique and well-crafted elements, but the world must also know about it quickly and must have ready access to it. Since you are using MarketingBuilder, we want to help you lead this process with as many useful resources as possible. We want to help you to do it right...to substantiate your ideas, prove your concepts, and convince others to follow your lead and ultimately become the hero of your company for substantially increasing sales and profits.