The Working Week 117

This week, Wayne talks to writer and long-time M-I columnist, Jurgen Wolff, about his new book, Marketing for Entrepreneurs.

Jurgen starts from the premise that entrepreneurs are great at coming up with new ideas and putting these into practice – often by sheer passion alone. But for long-term success they must be aware of the secrets of marketing. And even if they don't always market their product themselves, they need to understand the processes enough to ensure that the job is being done well.

As Jurgen explains, marketing is an entire process of researching, creating, distributing and selling the product or service. It isn't about theory and metrics, its about telling your story.

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