The use of dominant platforms such as social media could be of enormous benefit

How do you make a business man or woman value the importance of marketing?

Share with them the importance of marketing to their business top lines (e.g. revenues, profit margins), pipelines, funnels, market share and customer experience (e.g. customer satisfaction, NPS, repeat orders etc.)

First of all, he/she is not businessman/woman without awareness of marketing and background knowledge what it does.

I believe this is possible by showing the potential of marketing influence on his/her business. As far as my knwoledge and practice goes, stakeholders (especially business people) are interested in the outcome. There is always a chance (and different ways) to do a super small experiment showing the outcome with and without marketing initiatives. You can use social media as easiest platform to experiment. It is important that they understand what even a little bit of marketing can do to the business. Moreover, it goes way beyond advertising (as many perceive).

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Dear David, based on my own experience, it is necessary to demonstrate that marketing does not only affect soft factors like image, but that marketing and brand management contribute to the achievement of measureable and important business goals like market share, revenue and profitability. Many studies demonstrate this effect. For example, there is hardly any doubt that stong brands are key success factors in many industries (Madden, Fehle, & Fournier, 2006). Booz Allen Hamilton demonstrated that "brand-guided companies have profitability margins nearly twice the industry standard" (Harter, Koster, Peterson, & Stromberg, 2005, p. 1). Further considering the field of brand management, maybe the following publications that demonstrate a positive relationship between brand orientation and corporate performance could be of help: Baumgarth (2009, 2010), Bridson and Evans (2004), Gromark and Melin (2013), Napoli (2006) and Yin Wong and Merrilees (2005, 2008). Just some thoughts ... All the best, Holger

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Educative question, following

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Interesting question