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Marketing basics

Brush up on key marketing concepts, learn how to develop a marketing plan, and assess strategic marketing options for your company.

• What is marketing?
  
  http://www.canadabusiness.ca/eng/guide/1467/
  Marketing is about determining the value of your product or service and communicating that information to customers. Check out our guide to learn more.
• Developing a marketing plan
  
  http://www.canadabusiness.ca/eng/guide/2533/
  Your marketing plan is an essential part of your overall business plan. Find out what to include in your plan and how to develop each section.
• Online marketing
  
  http://www.canadabusiness.ca/eng/guide/4516/
  Marketing techniques and tools like social networking, emailing and blogging often involve low or no direct costs.
• Branding - the Basics
  
  http://www.infoentrepreneurs.org/en/trouver-nos-guides-de-gestion/-/asset_publisher/wXA6/content/view_maximized/apercu-valorisation-de-la-marque?redirect=%2Ftrouver-nos-guides-de-gestion
  Find out how to create and manage a brand, and set a budget to promote it.
• How branding really works: The important differences between successful and unsuccessful brands
  
  http://www.the-cma.org/?WCE=C=47|K=228884
  Use these four branding principles to help you convince customers that your product or service meets their basic needs.
• Identifying your Marketing Strategy
  
  http://www.canadabusiness.ca/eng/guide/6138/
  If you are planning to put a new product on the market, here are three strategies that you can use to attract the attention of customers.
• Your marketing strategy
  
  http://www.canadabusiness.ca/eng/guide/6155/
  Your marketing strategy should tie in with your overall marketing strategy and business plan.
• Create your marketing strategy
  
  http://www.infoentrepreneurs.org/en/trouver-nos-guides-de-gestion/-/asset_publisher/wXA6/content/view_maximized/creer-votre-strategie-marketing?redirect=%2Fen%2Ftrouver-nos-guides-de-gestion
  Identify clients to concentrate on and your key objectives for reaching them, and learn what to include in your marketing strategy.
• Write a marketing plan
  
  http://www.infoentrepreneurs.org/en/trouver-nos-guides-de-gestion/-/asset_publisher/wXA6/content/view_maximized/rediger-un-plan-marketing?redirect=%2Fen%2Ftrouver-nos-guides-de-gestion
  Find out what key areas you should consider and what to include in an effective marketing plan.
• Understand your competitors
  
  http://www.infoentrepreneurs.org/en/ressource/-/asset_publisher/8uV2/content/view_maximized/id/17838
  Learn how to identify your competitors, research what they do and act on the information you obtain.
• Segment your customers
  
  http://www.infoentrepreneurs.org/en/trouver-nos-guides-de-gestion/-/asset_publisher/wXA6/content/view_maximized/segmenter-vos-clients?redirect=%2Fen%2Ftrouver-nos-guides-de-gestion
  Learn how to group your customers into market segments to better understand what they really want, and how to gain valuable customers.
• Price your product or service
  
  http://www.infoentrepreneurs.org/en/trouver-nos-guides-de-gestion/-/asset_publisher/wXA6/content/view_maximized/tarifer-vos-produits-ou-services?redirect=%2Fen%2Ftrouver-nos-guides-de-gestion
  Find out how to set a pricing strategy and how to study your costs and pricing to ensure that your business is profitable.
• Pricing
  
  http://www.canadabusiness.ca/eng/guide/6928/
  Pricing is one of the most important decisions you can make for your business.
• Low-Cost Marketing Know-How
  
  http://www.bdc.ca/en/advice_centre/articles/Pages/marketing_low_cost.aspx
  Advertising does not have to cost a fortune! Consider these inexpensive, and sometimes free, ways to promote your product, service or business.
• Marketing during a recession
  
  http://www.canadabusiness.ca/eng/guide/1627/
  Should you continue to promote your business during a recession? In most cases, it is wise to carry on with your marketing plan.
• Marketing FAQs
  
  http://www.the-cma.org/?WCE=C=47|K=225539
  Find clear answers to your questions about marketing techniques and approaches, including direct mail, e-marketing, online retail, customer loyalty and data mining.
• Website development process
  
  http://www.canadabusiness.ca/eng/guide/6091/
  Find out what steps you can take to ensure your website is developed so that it best represents your business.
• Website Analytics and Performance Management
  
  http://www.canadabusiness.ca/eng/guide/6437/
  Do you want to know how effective your website is? Find out how visitors reach your website, what they do there and how often they visit.
• Choosing an Internet Service Provider
  
  http://www.canadabusiness.ca/eng/guide/6265/
  An internet service provider is a company that provides access to the Internet. Learn how to choose the right one for your business.