MT Magazine July/August 2025

Marketing 411: What You Need To Know Consider this a Marketing 101 introduction and a masterclass — rolled into one. BY GARY S. VASILASH CONTRIBUTING DIRECTOR Among all the functions involved in keeping your business going (and, ideally, prospering) – operations, manufacturing, f i nance, administration, customer service and support, and so on – you probably pay the least attention to marketing. That is completely understandable. After all, those are either more tangible or immediate. But one of the key functions that keeps your business going (and, ideally, prospering) is creating awareness of your business and the greater value your company o f f ers – product or service – compared to the competitor across town or, more likely nowadays, across the ocean. And that function is marketing. Yes, your company undoubtedly has a vice president of sales and marketing. But odds are, you view that person more through the lens of sales than of marketing (the former is both critical and tangible, while the latter can seem, well, squishy).

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