Every business is actually a marketing business, according to John Jantsch in his book Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide. Without being able to reach and motivate a customer, you cannot have a successful business. Marketing is an all-encompassing outlook that needs to inform every part of your business. In simple terms, it involves getting people who have a specific need or problem to know, like and trust you.
Some of the key points made by the author:
Marketing is an uncomfortable subject for many business owners, who would rather just concentrate on creating good products or services, hoping that customers will find them. In my view this book is an excellent resource for even the most reluctant of marketers. It contains so many different ideas that almost everyone will find some marketing tools and techniques that they will be comfortable to try, while at the same time the book provides a thorough plan for how you can make marketing more effective in your business.