What is the role of marketing in a small business?

Marketing in a small business is very often very different to marketing in a big business. Big businesses tend to focus more on "Brand" marketing to create overall brand awareness. Small businesses need to focus more on "Direct Response".

Business and Marketing "Guru" Eben Pagan descibes the difference as rather than getting your name out there (Branding) you should focus on getting the customer name into your business (Direct Repsonse).

Marketing is arguably the single most important thing any business can do (I say arguably to be polite, but I actually believe it is the most important!). Without it there are no customers, and without customers you don't have a business!

Hope that helps.

Rob