ABSTRACT
Most of you are already marketing experts. You make marketing decisions and perform marketing activities every day. But while you engage in marketing daily, you may not fully grasp the concept of marketing or know how to practice good marketing for business success. Some have said that “successful companies have one thing in common, they are strongly customer focused and heavily committed to marketing. These companies share a passion for understanding and satisfying customer needs in well-defined target markets” (Kotler & Armstrong, 2012, p. 4). In this chapter, we will look at exactly what marketing is and how it applies to organization development (OD) consultants and service-oriented businesses. We will also provide OD consultants with the marketing tools to acquire and build relationships with customers for the long run and ultimately create successful businesses.
