Finding creative ways to stretch the difference between selling price and the cost of bought-in goods and services. This is the essence of marketing and, in reality, the essence of the whole business process. If your business doesn’t add value, it isn’t a business.
Marketing priorities when a business is selling to other firms, not to consumers. Consumers can be seduced by brand images, but other businesses cannot. They have to be offered low prices, good credit terms and great service (including 100% delivery reliability).
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