"Marketing is not a function, it is a whole business seen from the customer's point of view"
      - Peter Drucker

Whatever stage your business is at - start-up or expansion-good products or services are not enough to ensure your business success. Marketing is about finding and keeping good customers and finding new customers and markets. As you develop and implement your marketing plan you will have to keep abreast of changes in the market and understand how these will impact your customers and potential customers. You will also need to keep aware of what your customers are doing and find unique ways to promote your own products or services.

Marketing Issues and Ideas

What is marketing?

Marketing includes the activities involved in creating an interest in or desire for your product or service. In this website we hope to provide you with valuable tips for planning and delivering your marketing initiatives and marketing on the Internet.

• Generating Marketing Ideas  
• Marketing Checklist for Small Retailers
• Developing New Accounts
• Writing a Proposal
  

Market Research

What is market research and why is it different than marketing?

As stated previously marketing encompasses everything that a business does to get and keep customers whereas market research acccording to Barrons Dictionary of Business Terms is the "gathering and analysis of information about the moving of goods or services from producer to consumer.". Market research typically includes: about the marketplace, consumer needs and why they buy/don't buy what they do.  Another aspect of market research is product response, why consumers like/dislike about the product/service.

Market research consists of primary (customers, employees, etcetera) and secondary (government census, trade association surveys, newspapers) sources of information which can be qualitative (subjective like a questionnaire)or quantitive (measurement: percentages, numbers).

• Your Marketing Strategy  
• Market Research - Where to Find the Information You Need  
• Guide to Market Research and Analysis
• Market Research - The Basics  
• How To Find New Markets   
• Primary Research Techniques
  
  

Market Research Tool

• Community Profile Search Tool
  Use this tool to find useful market information on the communities in Alberta.

Advertising and Promotions

Are advertising and marketing the same thing?In a word "no", advertising - letting potential customers know what your product/service is, where you are located and why you should buy from me is all part of your communications strategy (part of your overall marketing plan). Advertising can be in many forms from media (radio, television, newspaper) to billboard, internet, flyers, or word of mouth.

• Advertising Guidelines for Small Retailer Firms
• Do You Know the Results of Your Advertising
• Guidelines for Developing a Company Brochure
• Plan Your Advertising Budget
• Signs and Your Business
• Internet Marketing

Marketing Plan

A Marketing Plan is a document that describes how a business will promote itself and exploit identified opportunities. A marketing plan usually addresses the entire marketing activities of the company but individual plans may be created for the launch of a new product or service.

• Marketing Plan Outline 

Other Sources of Information

• Government Programs and Services Database
  Search various categories of business-oriented programs, services and some regulations of the provincial and federal government departments and other organizations that are partners in the Canada Business Service Centres and The Business Link Business Service Centre.
  
  
• Marketing Links
  These links will transfer you to sites operated by various government departments/agencies and private sector organizations and companies providing information on this topic.
  
  
• The Business Link's Search Engine
  Search our entire site by keyword.
  
  
• The Business Link's Business Officers
  Our business experts are always ready to discuss your business needs in confidence.
  
  
• Library Pathfinders
  Our pathfinders provide a quick reference of The Business Link's library materials available on this topic and many others.