8 Jun 2005

If you think marketing is just another term for advertising - think again. While advertising plays a part in promoting your business, marketing is a far broader concept.

Marketing is getting your product or service right for your customers, making sure they know about it and consistently delivering the promises that your business's image implies.

An understanding of good marketing practice is essential to a successful start-up. It draws together the key elements of your market and your business. Getting it right can play a large part in making the start-up successful. However, getting it wrong can have serious consequences.

This briefing covers:

• The key rules of marketing.
• Building your marketing plan.
• Measuring the effectiveness of your marketing.
• Keeping ahead of the competition.

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