Here's what Marketing isn't
It sometimes helps to explain something by saying what it's not.
Is it advertising?
Marketing isn't advertising, for example. Advertising is sometimes useful, but it's only one thing you might choose to do. Many people think marketing and advertising are the same thing because they're so used to seeing advertising. But they're not the same at all.
Then how about promotion?
Marketing isn't promotion, either. Promotion is one of the things you have to do. But only one.
Maybe it's market research?
Research is really important - if you don't spend the time working out what your customers want, and more to the point who your customers are, then you'll be acting on guesswork. But research isn't the same as marketing.
This is what marketing really is
Marketing is so simple it sounds like no more than common sense. But that's what makes it difficult. There are some essential basic steps you have to get right. If you get them wrong, you'll make things very difficult for yourself.
Marketing is an investment, not a cost
Being in business isn't easy. It's hard work. So you want to make sure your work pays off. You'll only do this if there's a sizeable group of people who are prepared to give you money in exchange for what you have to offer.
And they can only do this if (a) they know you exist and (b) can get in touch with you.
Marketing makes sure you do all of these things. So don't think of it as a cost, but as an investment.