THE ART OF MARKETING

Like love and marriage, two things that naturally go together to form a perfect relationship are advertising and marketing. And, the off-spring of that union are called promotion, public relations and merchandising. Each of these family members is a sales force in its own right, but together they form a dynamic team dedicated to just one thing - successfully building your business.

Marketing is the granddaddy, or patriarch, of the family - all of its members can trace their heritage back to him. And, what is marketing? There are all sorts of fancy definitions, especially in the day of the internet, but simply put it still means the same as when the phrase was coined 100 years ago: to sell!

The original masters of marketing were two showmen who turned selling into an art form around the turn of the last century. P.T. Barnum, who turned the circus into "the greatest show on earth", was called "the patron saint of promoters;" and George M. Cohan, the legendary Broadway musical performer, uttered the words that became the definitive slogan of all promoters: "I don't care what you say about me as long as you spell my name right.".

Certainly times have changed, and there are many more avenues of advertising than there were a century ago. However, the tools to build a successful business - the family members comprised of advertising, marketing, promotion, public relations and merchandising - are still around and they're as effective as ever. It's just "how" and "where" to use them that has changed.

The InterMarketing Newsletter was created to introduce you to this family, if you haven't met them yet, and carefully explain how, by working together, they can help you in selling your product or service. And, if you're already familiar with one or two of them, we'll show that really successful selling is truly a "family affair."

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