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Good marketing and advertising takes effort, know how, financing and research. These ingredients are as essential as flour, yeast, water and heat are in making bread. To think you can get by with one or two of these ingredients is fooling yourself as the market is competitive and to compete positioning is essential. This doesn't mean the ingredients have to be huge, just there. Small marketing can be as effective on a smaller scale if its done right. Below are a few tips on getting started, maintaining momentum and keeping existing clients.

*Be Pro-Active in engaging current and future clients
*Know your market inside and out and around
*Have a product or service worth buying
*Involve your company in the community

These are just a few of the more intuitive approaches to marketing and advertising. There are also marketing principles, marketing theory and marketing analysis. While these are all useful and fall into the 'know how' category they aren't stand alone methods. A few of these principles are the following:

*The 4 P's of marketing (Place, product, price and promotion)
*Brand Equity
*Customer Life Time Value
*Target marketing and Niche marketing
*Primary and Secondary Research techniques
*Persuasion

Marketing and advertising is thus a multi-dimensional field that changes as people and people's needs change. Add to that a highly competitive environment in which other companies try to out think, out sell, out produce and out expose one another. Staying competitive involves continuous effort and devotion to the marketing and advertising effort. Staying competitive is another dimension of Marketing and Advertising that takes ability and capacity. Specifically it is good to keep abreast of a few important factors in addition to following the techniques listed above. The most important of these is innovation.

Innovation:

Innovati on is what keeps a company alive, it brings new life to the corporate world, new revenue, and new ways to grow. Think Apple, Toyota, Grameen Bank, Boeing and many other companies that's future has depended on innovating existing products by making them better or more differentiated in some way.

Financial Management and Corporate Communication:

Effective corporations communicate needs and problems between departments and work together to solve problems. Shying away from difficulties and/or brushing them under the carpet so to speak doesn't solve problems it allows them to fester and grow. The Japanese call this approach Kaizen and it works to improve

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