For the business that's ticking along nicely marketing can be deemed an unnecessary expenditure or even an indulgence.
For the business that is struggling, marketing becomes something that needs to be done yesterday at little or no cost.
Both of these positions are precarious and a sign of complacency and ignorance on how free markets operate.
You're not entitled to customers and you're guaranteed to have competition.
Long term viability is dependant on having your finger on the pulse.
© Hamish Chadwick.