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All major brands have one thing in common. They all started life with a major advantage. They were, almost without exception, excellent, innovative and differentiated products. What is more, over their product lifecycle they have been continually fine-tuned, sometimes completely repackaged. In this way, the product development managers have been able to ensure that they remained totally relevant to both existing customers and the requirements of newer customers who are continually entering the market. This being the case, it is surprising how little attention is given to to product and product development within the marketing mix. Particular so, when a lack of product differentiating is one of the major causes of product failure.
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Many executives in small and medium businesses perceive marketing as a capital cost against the bottom line rather than an investment in the future. Worst still, marketing is still seen by many people as some sort of miracle cure for all business ills. Effective marketing is not brought about by the wave of a wand and the utterance of a few well chosen words. It needs to be regarded as a central plank that drives everything. As such, marketing should encompass every aspect of the business.
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The Turbine Innovative space for innovative businesses. The Turbine is a custom-built business innovation centre based near Worksop, giving new or fledgling, innovative, high-growth businesses an environment in which to develop and succeed. 
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Don’t miss the forthcoming events programme!
We have almost finalised our event programme for the 12 months commencing 1 April 2006. Our forum networking events include a mixture of seminars, keynote and case studies presentations.
Next Event – Tuesday 13th June 2006
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The Marketing Group invites you to register your interest in two of the most important marketing events that will take place in the East Midlands in the next 12 months
In February of 2005 The Marketing Group presented The Magic of Marketing. This one day marketing conference brought together some of the most influential marketers in the country. They facilitated a mixture of keynote presentations and workshop sessions to business managers across the region. The event was so successful that another is now at the planning stage. The provisional date is 7 March 2007. Make a note in your diary now and register your interest in receiving further information.
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