The Four Pillars of Marketing Every marketing plan should incorporate these four critical elements.

May 27, 2002

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Personal selling refers to sales done face-to-face, whenthe prospect is right in front of you. It includes retail sales,professional services selling and a healthy percentage of B2Bsales.

Advertising refers to paying for media space or time inwhich to sell your product at a distance.

Promotion is a short-term activity, directed at eitherthe distributor or the purchaser to boost sales for a limited timethrough special pricing or other offers. Of course, the goal is forthe short-term increase to lead to an incremental gain. Promotioncan include advertising and personal selling.

Public relations is the marketing effort you undertaketo expose your product to potential customers and other interestedparties through the press, trade media and special media-relatedevents.

Excerpted from Knock-Out Marketing: Powerful Strategies to PunchUp Your Sales

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