A CPA firm spends $11,200 on a Web site that attracts only a handful of visitors. An insurance agency invests $80,000 in an advertising campaign and no one sees the ads. An alternative health clinic sends out 8,000 direct mail fliers and gets 26 responses. A manufacturer spends $28,000 on an attractive brochure that no one uses.

Call it branding. Call it marketing. Call it whatever you want. But it has the singular objective of motivating the right customer to want to do business with a particular company or to buy a particular product or service. In this document, John Graham lays to rest some common misconceptions on the role of marketing.