Have you noticed how some companies seem to have a real flair for marketing, how they instinctively pick the right activities, events and online techniques to – almost effortlessly – create great publicity and sales contacts for themselves?

Over the last few years, the marketing profession has been increasingly focused on demonstrating return on investment – and rightly so, as investors/clients have no desire to throw budget into a creative black hole. But measuring the wrong things can be detrimental, as thought-leader, Seth Godin, writes.

What sets apart those great products and services which sell well and those that don’t?  The marketing plan and its execution plays a large part. But long before anyone makes that kind of investment, there are some questions they need to ask about their target customers.