Before you learn more about marketing, you should get a basic impression of what marketing is. See What's "Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales?". Basically, you might look at marketing as the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and are getting appropriate value in return. Think about marketing as "inbound" and "outbound" marketing. (In the following, consider "product" to be …
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…closely related to marketing, so be sure to later see Related Library Links. (The publication, Field Guide to Nonprofit Program Design, Marketing and Evaluation, includes more comprehensive and detailed information about marketing. Although the publication pertains to nonprofits, the marketing information pertains to for-profits, as well. The publication, Venture Forth!: The Essential Guide to Starting a Moneymaking Business in Your Nonprofit Organization, includes extensive information about market planning and analysis for new nonprofit earned-income ventures.)