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Weekly Article: Marketing more than Selling and Advertising
Marketing provides the means by which the organization or business projects itself to its audience, and also how it behaves and interacts within its market. It is essential therefore that the organization’s philosophy and values are referenced and reinforced by every aspect of marketing. In practical terms here are some of the areas and implications:
There are staffing and training implications especially in selling and marketing, because people are such a crucial aspect.
Your people are unlikely to have all the skills they need to help you implement a marketing plan. You may not have all the people that you need so you have to consider justifying and obtaining more staff.
Customer service is acutely sensitive to any changes in staffing or training. Are all your people aware of what your aims are? Do they know what their responsibilities are? How will you measure their performance?
Many of these issues feed back into the business plan under human resources and training, where budgets need to be available to support the investment in these areas. People are the most important part of your organization, and the success of your marketing activity will win or lose based solely on how committed and capable your people are in performing their responsibilities. Invest in your people's development, and ensure that they understand and agree with where the organization is heading. If they do not, then you might want to reconsider where you are going and who you want on the team to take you there.........
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