The go-to guide on how to market a creative organization, why it is important, and what techniques work. Marketing influences the success of creative services businesses more than any other issue: bad luck, insufficient funding, difficult clients, and weak employees all pale by comparison. Old standbys-word of mouth, referrals, and occasional promotions-are inadequate in today's competitive environment. Whether focused on design, advertising, interactive, editorial, or public relations, all creatives need this know-how book for marketing their business.