Marketing and sales initiatives are a company's lifeblood. Yet, the top leadership in many companies harbors serious doubts about the effectiveness of such initiatives. The confidence level among some executives is so low that they're not sure it would make much difference if they stopped most of it.
Even so, marketing and sales efforts can build brands. “I was fascinated by the idea of developing brand value through your ability to create an image and sell that image to the public,” said the late Frank M. Woods, founder of the famed Clos du Bois winery in California's Sonoma County.
See also: The 'you first' approach to marketing
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