As a senior marketing major at Siena College in Albany, NY, I thought I learned everything I needed to know about the ins and outs of the trade.  There are the basics:  marketing research, target markets, marketing plans, marketing mix… but they say there is only so much one can retain from some books and lectures.  After working at imPress for a semester, I have realized just that.  Marketing is far more than just knowing what the tools are and how they should be used; it’s actually being able to most effectively utilize those tools to benefit yourself and your client.  However, as complicated, hectic, and demanding the marketing service industry tends to be, it is vital for every marketing company to remember to return to those basics.  Sometimes skipping steps seems to be the best method when dealing with that pushy, fast track client.  However, more likely than not, you will find yourself back-tracking anyway, costing you more money.  So, remember…

They teach you the basics for a reason…

Don’t take them for granted!