Entrepreneur.com – How to Make Your Marketing Work Together, Jay Conrad & Jeannie Levinson:
However it appears to the public, don’t kid yourself into thinking that marketing is show business. It is not.
Think of marketing as sell business, as solve-a-problem business, as create-a-desire business, but don’t think for a moment that you’re around to entertain the throngs. No matter how much you may advertise, marketing is definitely not advertising.
Sure, advertising is seen by a lot of people. And there was a time when it worked. But it certainly doesn’t work now nearly as well as it used to.
If you have a website, don’t expect it to work. Planning an ad campaign? Expect grief. How about public relations? Doesn’t work as well as it used to. So what does work?
Marketing combinations work. If you have a website and you advertise it vigorously and you run a publicity program to tie in with it, they will all work–each part of the formula contributing its own particular magic.