Introduction Marketing is defined by the Chartered Institute of Marketing (CIM) as the “Management process responsible for articulating and satisfying customer needs profitably”. The company that uses effective marketing as a way of better satisfying customer needs than its competitors will gain a competitive advantage in the marketplace it serves. Therefore, Marketing is not an abstract but one of the cornerstones to business success and a significant contributor to improving business performance. Marketing is often referred to as a ‘mix’ and there are four key elements to a successful mix, often known as the 4 P's: Products, Price, Promotion and Place. When used together in harmony these four key elements make for a formidable company value proposition. Many studies have tried to show the relationship between marketing and performance. In a survey of 113 major American corporations it was found that the higher a firms marketing orientation the greater their profitability. Harper Morgan can help you to understand the benefits of effective marketing to your business. You could be trying to:    ► Launch new products   ► Increase your brand awareness   ► Maximise the value of your company’s profile   ► Find new buyers, distributors or business partners   ► Support existing distributors and partners Through careful planning of your marketing strategy, the probability of a sale is greatly increased long before your salespeople try to persuade customers to buy your products. Harper Morgan can help you to improve and maintain your market advantage by working with you to:   ► Understand your customers needs and wants    ► Identify the best method for satisfying those needs    ► Steer your company towards adding that value   ► Set and meet your organisational growth, turnover and profit goals