ABSTRACT
At the heart of any successful business plan is an innovative marketing strategy. Marketing is an umbrella term that pertains to the activities of a company that are associated with selling a product or service and developing a competitive advantage. Because few small businesses survive in the long-term (Ogunmokun and Tang 2012) and small business failure is frequently linked to limited marketing knowledge that leads to formulation errors and weak strategy (Cronin-Gilmore 2012), your ability to market successfully is vital to staying in business.
