Marketing is the craft of linking the producers (or potential producers) of a product or service with customers, both existing and potential. It is an inevitable and necessary consequence of capitalism. However marketing is not limited to capitalist countries. Marketing techniques are applied in all political systems, and in many aspects of life. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Marketing research underpins these activities. Through advertising, it is also related to many of the creative arts. Successful marketers typically have a customer orientation or focus.
What marketing involves
Contrary to the popular conception, marketing is not just about promotion -- it can be divided into four sections, often called the "four Ps". They are:
These four elements are often referred to as the marketing mix. A marketer will use these variables to craft a marketing plan. For a marketing plan to be successful, the mix of the four "p's" must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process.
- Product - The Product management aspect of marketing deals with the specifications of the actual good or service, and how it relates to the end-user's needs and wants.
- Pricing - This refers to the process of setting a price for a product, including discounts.
- Promotion - This includes advertising, publicity, word of mouth, and personal selling, and refers to the various methods of promoting the product, brand, or company.
- Place or distribution refers to how the product gets to the customer; for example, point of sale placement or retailing.
Finding marketing articles
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Umbrella Marketing, Inc.
New Jersey based firm provides strategic marketing plans and marketing communications programs and execution for small and medium sized businesses.
Started as a home based business dedicated to helping other small businesses achieve the professional look they deserve.
O'Shea Corporate Communications
Provides a single source for creative, communication and marketing services for small to medium sized businesses.
Lemon Aid Learning Adventures
Christie Northrup is a marketing consultant, author and speaker.
CJJB Internet Works
Provides sales leads to small businesses.
Drake Business Services, Inc.
A database marketing consulting firm specializing in response modeling, customer file segmentation, lifetime value analysis, strategic planning, market research, and database consulting.
Marketing Articles by Jeff Dobkin
Both general and direct marketing articles by Dobkin.
Enables small businesses to market effectively without adding overhead.
The Marketing Resource Center
A resource and reference center designed to assist businesses with their traditional and internet marketing efforts.
MBrowne Marketing Solutions
Ad agency experienced business writer creates brochures, web sites and sales letters.
Offers practical tips and advice to grow a successful small business, from a Christian perspective.
Marketing resource center designed specifically for small business.
Provides public relations resources and tools for small businesses.
Provides affordable communications and special event coordination services.
Artistic Video Productions
Houston, TX firm produces promotional, sales, marketing and training videos.
Creative Digital Design
Marketing and communications company based in Austin, Texas. Creative Digital Design.com specializes in digital media production including web development.
Offers permission email marketing services, web site design, development and hosting as well as direct mail services for small businesses and nonprofits.
Crossroads Proposal Masters, Inc.
Managing and producing winning strategies for small and disadvantaged businesses.
Creos Direct Mail, Inc.
Direct Mail Tips for improving response. Includes how-to tips on copywriting, graphics, lists, lead generation, business-to-business mail.
Do It Right Software
Multimedia CD-ROM that teaches the small business owner the fundamentals of marketing. This demonstration version can be downloaded to your computer.
Marketing communication services, graphic design, interactive web development, traditional and on-line strategies.
MarketMakers Group, Inc.
Assists in designing customized marketing plans that focus on measurable results for small to medium sized companies.
Silent Partner Advertising
Free advertising advice from ad agency president/columnist/author for small business owners and entrepreneurs working with a small ad budget. Links to helpful sites.
Tjeenk Willink Consultancy
Internet marketing and web-design solutions for small businesses. Tips, tools, reports, free hosting of surveys, and a forum.
The Whetstone Group, Inc.
Helping small to medium sized professional service firms build their business through effective growth planning and marketing.
Sonnier Marketing & Communications, Inc.
Provides keynotes, training programs and consulting to small-businesses on a variety of marketing issues. Site features articles and keynote topics.
Free marketing course and resources for small business owners.
Direct marketing and fulfillment services tailored for small business clients.
Provides marketing strategies and services for small to medium sized businesses worldwide.
A full-service marketing consultation company and an ad agency alternative.
Market analysis, strategy and planning for small to mid-sized businesses utilizing both traditional and non-traditional media.
Identity Creation for Business
Overview of identity creation for business, strategic marketing, corporate and brand identity.
Package design studio located in Tampa, Florida. They design retail consumer packaging for manufacturers, retailers, importers and distributors through out the country.
Specializes in communications and marketing consulting to help companies create streams of new, repeat and referral business.
Market Fundamentals, Inc.
Complete marketing and public relations support for small and growing businesses.
The Marketing Dept.
Specializing in family owned businesses within the retail and service sectors.
Out of the Box Marketing
Provides marketing and public relations services for small, minority and women-owned firms in the design and construction industries.
Prime Concepts Group, Inc.
Direct marketing seminars and keynotes.
Burst Coaching, LLC
Helps entrepreneurs and small business owner increase the visibility and profitability of their business. Specializing in guerilla marketing and business coaching.
Marketing, media buying and planning for small business.
David Harkins Group
Marketing and management consulting for small and mid-sized businesses.
Niche Internet marketing techniques for small businesses.
MarCom Consulting Services
Specialize helping small businesses and nonprofit organizations in Utah, Idaho, Colorado, Wyoming, Montana, New Mexico and Arizona with media planning, public relations, market research and product marketing.
Provides sales and marketing support services to small business.
Katz Innovation Resources
Founded to help the small business owner retain customers and employees through the use of marketing communication coaching, workshops and assessment tools.
Wings Business Coaching
Resources for small business marketing and sales from C.J. Hayden. Free email newsletter, articles, reader discussion list, workshops, tele-classes and coaching groups.
Wired to the Moon
Marketing consultancy specialized in providing advice and support to small businesses.
Advanced Marketing Services
Offers a range of marketing and website services for small to medium sized businesses.
Wabash & Lake, LLC
A marketing communications company that drives sales using digital evangelism.
Pivotal Choice Solutions Group
Provides business and market development services for emerging and mid-sized companies, including integrated marketing and sales strategies, reseller channel development and client financing programs.
Brand X Austin
Marketing services network, designed to reduce the risk and cost for early-stage companies.
Absolute Business Solutions
Strategic marketing plans, promotional planning, innovative/cost-effective marketing tools and small business consultancy.
Marketing consultancy and business advice for companies with up to 250 employees.
Provides B2B marketing consulting services for small to mid-sized industrial manufacturers and service companies.
D J Bevington Marketing Consultancy
Marketing guidance and support for small to medium enterprises. Includes marketing related articles and a question and answer section.
Provides full-service marketing resources to small and medium-sized businesses on a project basis.
Offers marketing, public relations and Internet marketing services tailored for small business.
Ripple Connection Promotions
Services including public relations, marketing, advertising, web design, seminars and business consulting. Based in Nova Scotia.
Offers a variety of marketing services tailored for small businesses including press release writing, newsletter creation, web site design and search engine optimization.
Market 4 Profit
Independent marketing consultant serving small business.
Assists small to medium-sized businesses and other organizations with communications and marketing services.
Ambilogue Research & Communications
Offers marketing and communications services to small and non-profit businesses. Based in Toronto, Canada.
The Creative Marketing Group
Specializes in marketing projects for small and mid-sized businesses including sales brochures, websites, marketing plans and strategy.
LSL Marketing Consultants
Specializes in creating marketing plans for small businesses. Based in Edmonton, Canada.
Instant Agency, Inc.
Advertising, marketing, graphic design, copywriting and print production for small and professional businesses.
Provides business strategy and advisory services to assist small and medium sized businesses.
Tong & Co.
Marketing consulting firm specializing in fulfilling the business development needs of small and medium enterprises.
Provides educational, marketing, and management products for small businesses.
Industrial marketing communications firm focused on small to mid-sized businesses.
Access Unlimited, Inc.
Providing marketing consulting and solutions for small to medium sized businesses.
Provides resources for the solo entrepreneur interested in self promotion, offering personal success coaching and tele-classes in small business marketing.
Specializing in interactive and identity design for small and mid-sized companies.
Professional Marketing Matters, Inc.
Provides forms, formulas and worksheets for creating a marketing plan.
Rainmaker Partners, Inc.
Assists small to medium sized software and professional services companies in achieving profitability through sales and marketing effectiveness.
Advanced Marketing Consultants
Advanced marketing strategy and tips for small business owners.
A full-service marketing, advertising, and PR firm that specializes in small to mid-size business marketing needs.
A resource for small and independent businesses that want to increase profits and business value through better marketing.
Custom Fit Marketing
Marketing consulting for small business, including sales, planning, advertising, design for print and web sites, and research.
Provides public relations toolkits for small businesses and non-profit organizations.
The Ponder Group, Ltd.
Provides one-on-one marketing guidance and support for small businesses.
Marketing communications services for small businesses, specializing in strategic and tactical marketing including web sites, collateral, advertising, direct marketing and trade shows.
Advertising and product marketing for small to medium sized businesses, particularly those wishing to sell Canadian products and services to the U.S. market.
A strategic marketing creative service focused on the needs of small business.
RED Creative Marketing Solutions
UK based marketing consultancy specializing in providing marketing assistance to small and medium sized companies across a wide range of sectors.
Offers low budget marketing tips, strategies and consulting services.
Marketing Best Practices, Inc.
Newsletter containing tips, techniques and strategies for growing a small business.
Small business resource for online and traditional marketing including web design, digital photography, printing and direct mail fulfillment.
Marketing tips, secrets and advice for small businesses.
Richard Morea's Creative Solutions
Integrated marketing communications specialist with experience in all facets of marketing, advertising and public relations.
One Business Place
Business directory targetting consumers by region. Also provides marketing opportunities for businesses.
1 Smart Puppy
Offers marketing communications consulting for small businesses and entrepreneurs. Includes description of services, process and company.
Focused on developing Internet marketing strategies for small businesses that are low-cost, effective and easy to implement.
Marketing, advertising and publishing services for small to medium sized businesses.
RGI Marketing Group, Inc.
Provides a complete array of marketing services such as incentive programs, distribution services, award and fulfillment programs, warehousing, and database management.
Professional Internet presence provider for small businesses worldwide.
Offering solutions that help small to medium sized businesses overcome sales, marketing and management challenges.
Wave Design : Marketing
New Zealand based design and marketing consultants, graphic designers, marketing, marketing management and website designers.
Florida based firm offering marketing strategy consulting, product research, market analysis, product and service development, online marketing, web sites, sales support and presentations.
Clark Marketing Group, Inc.
Small business marketing consultant and branding specialist.
Fletcher Consulting, Inc.
Provides marketing and advertising programs designed for small and mid-sized businesses.
Features software, resources and articles to help small companies market on the Net.
Tim Cobb Associates
UK firm focused on assisting small businesses in building and maintaining customer relationships.
The Pascal Group
San Jose, CA based firm develops marketing and advertising solutions for small companies.
Aqulex Strategies, Inc.
Offers online marketing services for small businesses.
KD Communications and Business Solutions
Servicing small businesses with advertising, marketing, public relations, database design, website design and maintenance, presentation preparation and business plan development.
The Ashton Group
A full service retail marketing and advertising group with specialists in print and broadcast marketing and advertising, outsourcing service for projects and campaigns, Internet development and the development of increased vendor allowances and recoveries.
A communications consulting firm specializing in public outreach campaigns, Internet marketing and marketing material development.
Contemporary Communications, Inc.
Full complement of direct mail services to local, national and international clients.
I. T. Marketing, LLC
Provides the small to medium sized business with top-level professional guidance in the areas of sales, marketing and information technology.
M4 Communications, Inc.
Delivers integrated marketing communications services to small and mid-sized technology companies and nonprofit agencies.
Smith Marketing Incorporated
A full-service, integrated marketing firm that provides advertising, marketing, public relations and web site development solutions.
VasMark Group, Inc.
Strategic marketing consulting firm that works with software vendors and service firms in the energy industry.
Victoria Jones Strategic Marketing Communications
Helps small businesses and non-profits connect their products and services with customers.
Roving Software, Inc.
Provides an online service for small businesses to build and manage opt-in email lists, create and deliver email newsletters, updates and promotions.
Provides integrated marketing and communications services to small businesses and non-profits.