Everyone thinks marketing is the fun and glamorous part of business, where you get to play around with creative stuff, brainstorm clever headlines, go to photo shoots, and drink vast amounts of booze. Marketing is imagination, art, and magic. Sure, there is some of that. But marketing is deadly serious. Whether you're a single man operation, or a multinational organisation, winning businesses with effective marketing derives even their most creative, off-the-wall efforts not simply from creative thinking but from sound strategy.
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