Sales are below budget, profits are under pressure and the finance people want to reduce costs. Stop spending money on marketing – instant cash savings and no short term damage, right? But marketing should be an investment - not a cost - that delivers a return on that investment.
We talk with a large number of business owners and managers about growing their businesses and often marketing is seen as too big a subject, confusing or is simply put to the back of the queue in deference to the daily onslaught of running a business. So where to start when considering “what to do now in my business marketing?” [More...]