Sound marketing strategy a must for small businesses

Many people often equate “marketing” with sales and advertising.

These are, of course, important elements of a marketing strategy. But there is a host of tools and tactics that can increase both the visibility and attractiveness of your business to potential customers. And as with your overall business structure and strategy, successful marketing also requires careful research, planning, and a wise use of resources.

The key is to think of marketing not as a single action but rather a combination of steps designed to identify, attract and retain profitable customers, and to differentiate your business from the competition. It encompasses everything from your company name, logo, and service lines to advertisements, public relations, presence at trade shows, and community involvement.

By LYN KOCH – Ask SCORE

Full Story: http://www.helenair.com/articles/2008/03/23/weekly_features/business/62bz_080323_score.txt