…is how few marketers do it.
One of the first things I noticed when I entered business school was how little the marketing they teach there resembles the marketing I knew from my time in business. The more I’ve learned, the more I’ve grown to believe that, at least in the small high-tech startup world that I cut my teeth in, marketing in its full sense simply isn’t practiced.
It’s a pity, too. The science of marketing is a powerful tool for doing precisely what small companies need to do: use minimum investment to maximum effect. And yet many companies decide that they simply don’t have the resources (time/cash/people) to research, develop and implement a marketing strategy. Instead, they live on guesses and intuition and squander the resources they have.
