It's difficult isn't it to justify 'Marketing' when cost-cutting seems to be the order of the day. Marketing though is more than just creating campaigns. It involves a whole host of interrelated disciplines and should not be ad-hoc or distant from your mainstream activity. The traditiona 4P's are as applicable today as ever. Product, Place, Pricing and Promotion. Most people think of Marketing as the latter, but there are strategies that should be employed across all 4 areas.
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