Marketing careers involve more than just advertising. Find out if marketing is a good career for you by exploring the types of careers you can pursue and salaries you can expect.

What Is Marketing?

Think about the last time you drove your car, checked your email, rode public transportation, or took a walk. When you looked around, you probably saw a display for a product of some kind–a window display, a print advertisement, or an offer for a research survey. That’s marketing in action: the act of promoting a product or service for consumption by the public.

Marketing isn’t limited to the outside world, and by the time you finish reading an article on a website, you’ve probably seen several instances of marketing, whether it’s a dedicated ad or your recent browsing history reminding you of that cool new toy you left in your cart. Marketing can happen just about

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What Is a Marketing Campaign?

Marketing campaigns promote products through different types of media, such as television, radio, print, and online platforms. Campaigns are not solely reliant on advertising and can include demonstrations, video conferencing, and other interactive techniques. Businesses operating in highly competitive markets and franchisees may initiate frequent marketing campaigns and devote significant resources to generating brand awareness and sales.

Key Takeaways

  • Marketing campaigns promote products through different types of media, such as television, radio, print, and online platforms.
  • Defining a campaign’s goal usually dictates how much marketing is needed and what media are most effective for reaching a specific segment of consumers.
  • Companies that lose sales due to major negative press often use marketing campaigns to rehabilitate their image.

Understanding Marketing Campaigns

Marketing campaigns can be designed with different goals in mind, including building a brand image, introducing a new product, increasing sales of a product already

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No marketing process, even the most carefully developed, is guaranteed to result in maximum benefit for a company. In addition, because every market is changing constantly, a strategy that is effective today may not be effective in the future. It is important to evaluate a marketing program periodically to be sure that it is continuing to achieve its objectives.

Marketing control

There are four types of marketing control, each of which has a different purpose: annual-plan control, profitability control, efficiency control, and strategic control.

Annual-plan control

The basis of annual-plan control is managerial objectives—that is to say, specific goals, such as sales and profitability, that are established on a monthly or quarterly basis. Organizations use five tools to monitor plan performance. The first is sales analysis, in which sales goals are compared with actual sales and discrepancies are explained or accounted for. A second tool is market-share analysis, which compares

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You launched your own business. Word of mouth can only get you so far. Now it’s time to accelerate growth by marketing your company.

The goal of marketing is to find the right audience for your products or services and apply the appropriate marketing strategy to reach that audience. Fortunately, small businesses can choose from a plethora of marketing tactics to achieve their objective.

This practical guide outlines seven strategies to successfully execute marketing for your small business.


What to consider when selecting a small business marketing strategy

Before jumping into the strategies, review these considerations affecting how to market your business.

Marketing goals

Building your marketing strategy starts with defining goals. Are you looking to acquire new customers, oversee your company’s reputation, referred to as reputation management, or other objectives like customer retention or increasing the average purchase amount per customer?

Setting goals allows you to construct a marketing

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As I scroll through my Instagram feed every day (cough, cough…multiple times a day), I consistently notice new posts and stories by The Frye Company. I’ve always been a fan of their boots, clothing, and accessories, but I also love the content they share on their Instagram profile.

Their posts are on-brand, creative, and aesthetically pleasing. All of their photos have the same filter on them to ensure they match — this makes their Instagram profile look professional, artistic, and organized when visitors, like myself, browse their page.

Frye’s Instagram account also encourages interaction between the company and their followers by providing them with a specific hashtag to use so they can be featured on the account when they post a photo with a Frye product.

Frye’s Instagram account is a great example of successful social media marketing — it’s attractive, distinctly Frye, engages their 197K followers, and promotes their

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What Is Network Marketing?

Network marketing is a business model that depends on person-to-person sales by independent representatives, often working from home. A network marketing business may require you to build a network of business partners or salespeople to assist with lead generation and closing sales.

There are many reputable network marketing operations, but some have been denounced as pyramid schemes. The latter may focus less on sales to consumers than on recruitment of salespeople who may be required to pay upfront for expensive starter kits.

Key Takeaways

  • Network marketing appeals to people with high energy and strong sales skills, who can build a profitable business with a modest investment.
  • A network marketing business can be a single-tier program, whereby you sell the products or multi-tier where you recruit salespeople.
  • Beware of network marketing companies that create many tiers of salespeople and thoroughly research the company before you join.

How

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12 min read

Opinions expressed by Entrepreneur contributors are their own.


Growing a business isn’t easy. First, you need a viable idea. From there, you need to discover a profitable niche, define a target demographic and have something of value to sell them. Whether you’re peddling products, services or information, getting the word out has become increasingly burdensome. And without the right marketing strategies to fuel your growth, churning a profit and staying afloat is virtually impossible.

However, identifying the right strategies to market your business is often likened to rocket science. How do you get your message to the right audience and do it effectively? How do you boost visibility and increase sales while sustaining a profit with a converting offer? Today, with so much vying for our attention from social media, to search engine optimization, blogging and pay-per-click advertising, it’s easy to see why most

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Marketing is the process of interesting potential customers and clients in your products and/or services and persuading them to choose them over those of your competitors.

The key word in this marketing definition is “process”. Marketing involves researching, promoting, selling, and distributing your products or services (the four P’s of marketing — Product, Price, Promotion, and Place).

It’s a huge topic, which is why there are tomes written on marketing, and why you can take a four-year marketing degree.

Whether you’re running a large corporation or a small business, marketing involves everything you do to get your potential customers and your product or service together.

The purpose of marketing is to drive sales. Good marketing can get potential customers through the door or onto the website and even put a product into a potential customer’s hands, but it’s not successful marketing until the customer has bought it.

6 Keys to

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Marketing is the process of interesting potential customers and clients in your products and/or services. The key word in this marketing definition is “process”; marketing involves researching, promoting, selling, and distributing your products or services.

It’s a huge topic, which is why there are tomes written on marketing, and why you can take a four-year marketing degree. But essentially marketing involves everything you do to get your potential customers and your product or service together.

When you’re putting together a marketing program for your business, concentrate on the basics, the four key components of any marketing plan: Products and Services, Promotion, Distribution, and Pricing.

The name of the game in marketing is attracting and retaining a growing base of satisfied customers. Creating and implementing a marketing plan will keep your marketing efforts focused and increase your sales.

Apple Inc. Marketing Success Story

Started from a garage in California’s Los Altos

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