ALL businesses should follow a structured marketing programme to develop their market.
While there are business operators in Northern Ireland who disagree with this, a significant number of them will have no active programme in place.
Although there are many successful, marketing orientated businesses, a significant proportion that I meet regard marketing as an afterthought to their sales process.
The reasons given for not embracing structured programmes are cost, time and expertise related. The reality is that their competitors are targeting the same customers.
The question is what will differentiate their business from their competitor? The …