[This is the fourth part of the 4 part series on Business Management .] Marketing is about selling the benefits of the products before actually selling the product. It has to be to an extent that customers queue in front of the stores hours before launch of the product. You have to get the user excited. What is that one thing that makes you excited about going for a vacation or say going home after work. Its the anticipation of what is to come after the journey or transit. You have to create that notion in your potential customers so that he is super excited about finishing this journey of registration on the site or buying the product. Marketers are commonly heard saying that marketing is about telling a story and yet we fail to create a strong story around our product. A story like “I was having this problem and got in deep s**t cause of it, so i teamed up with my friends from IIT and solved this practical problem that everyone faces in everyday life.” Think for yourself, is that story strong enough that your children will share it with your grand children? A real marketing story has to be that strong.  If you rethink all the childhood bed time stories you would probably realise that every story was marketing something

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4M’s of Management IV- Marketing (Brand Management)

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1. 4M’s of Management IV- Marketing (Brand Management)
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4. 4M’s of Management II- Money (Finance Management)
5. 4 M’s of Execution and Business Management- Revisited

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