Every business needs to market their product or service

The topic of marketing contains everything from Product Packaging through to Webdesign. In this section you will find interviews with organisations who have done it well and not so well.

What is Marketing?


Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand.

The oldest – and perhaps simplest and most natural form of marketing – is ‘word of mouth’ (WOM) marketing, in which consumers convey their experiences of a product, service or brand in their day-to-day communications with others. These communications can be either positive or negative. In recent times, the internet has provided a platform for mass, electronic WOM marketing (e-WOM), with consumers actively engaged in review, rating on goods and services.

In for-profit enterprise the main purpose of marketing is to increase product sales and therefore the profits of the company. In for-profit enterprise marketing often acts as a support for the sales team by propagating the message and information to the desired target audience.

Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behaviour and advertising a product’s value to the customer.

From a societal point of view, marketing provides the link between a society’s material requirements and its economic patterns of response.

Marketing satisfies these needs and wants through the development of exchange processes and the building of long-term relationships.

Marketing can be considered a marriage of art and applied science (such as behavioural sciences) and makes use of information technology.

Marketing is applied in enterprise and organisations via marketing management techniques.

Extracted from Wikipedia 




Everything you need to learn the basics of Marketing

Training. Articles. Interviews. Forum

Marketing is a science and art all rolled in together. It all starts with understanding your market demographics. Who is your ideal client? What do they look like, where to they go, what do they read etc. Once you know that, you can build your marketing map.

Steve Begg – Founder & CEO of Start Up Alliance



One of the best ways to learn how to do something is to copy or emulate someone who has already done it and done it well. The interviews wishing Startup Alliance are of people who have either done an amazing job of Marketing their business or a terrible job, and both are as valuable as each other.

We are adding to the following library every week, so please make sure you check back regularly.


Where possible we provide training courses on particular topics. These are usually video based and may actually be an interview with an expert that e have converted into a training module. All training modules come with an audio file, a workbook and any supplementary information, all of which can be downloaded to help your learning.

We are adding to the following library every week, so please make sure you check back regularly.