It might seem like a cliche at this point, but in business, marketing is pretty much one of the most essential thing. Products and services are important, the team members who make them possible are something that you cannot do out. Without the eyes pointed right towards your company and the people who are compelled to purchase your productions, the best quality is essentially useless. Companies have to market to get that point.
The key in a nutshell is companies really need to market themselves as something special that the consumer needs in their life. Without sounding too outlandish or out there with their claims. They want the consumer to say, "that's great, I need to take a closer look at these people and do business with them." Not the reaction of "who are these people trying to fool."
There are some deceptive practices used to gain consumers, but the perfect deception has some basis in reality. Which in turn brings us to marketing. The top companies in the world, the folks like Microsoft, like Apple, like Google, like General Electric, Walmart, the list goes on and on. These companies are household names, known the world over.
There are many competitors to the top dogs in the various sectors. These companies might have the potential to offer better services and goods then the other companies. However, no one cares about them, because they lack in the area of marketing that can gain the attention. Factors such as brand loyalty and word of mouth do go a certain amount, but it may only barely cause someone to break even, if not lose money.
In reality, the companies that are successful may not be the best quality. However, these companies are the best in convincing people that they are something special. They are the best at convincing people that their dollar is better invested in their company than some other company that might have better goods but not have the brand recognition.
All of this is down to marketing. Marketing is what makes the average seem extraordinary. This process is what raises some businesses above what might have better tools but none of the eyeballs. There are many companies that could have succeeded, but didn't. Weak marketing is one of the main culprits for those that had all of the tools but fell short otherwise.
It is what makes the business world run.