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Many businesses fail not because the idea or product is wrong but because they never get in front of the target market. Being able to clearly identify your target market and implement a carefully planned, robust sales and marketing strategy is vital to ensure you are talking directly to your existing and potential customers.

Philip Kotler, the American Marketing Consultant, defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential.”

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