As a mentor and trainer I often meet Irish businesses wondering how to tackle the issue of marketing. What they usually mean is how to tackle promotion, because don’t forget marketing is not just about promotion, but also about pricing, positioning, selecting the right routes to market, the right customers and the list goes on.  In order to decide how to promote to your market you need to understand who your market is, what they buy when they buy, why they buy and what influences them to buy. This means market research and I have yet to meet an Irish business who has done enough market research ( and I include myself in that).  You need to get out and talk to your customers. As a starting point can I recommend and excellent free download book “Talking To Humans” by Giff Constable http://giffconstable.com/2014/09/announcing-talking-to-humans-new-book/