Business Planning: Marketing and Sales

Marketing and Sales

In the Marketing and Sales section, describe how you will attract and retain your customers. Consider the strategy as something that will evolve as your business evolves.

Include details about branding, competitive advantage, distribution and sales. It is also a good idea to discuss your website and any associated development costs.

What is marketing?

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (definition approved by the American Marketing Association).

Advertising is a marketing tool used to capture public attention and influence purchasing decisions for a product or service.

Use our Marketing Information Guide for more information on marketing research, advertising, social media marketing and more.


Browse the Dewey Decimal Number 658.8 at any of our locations.


Sample Marketing Plan

The Small Business Administration's Marketing and Sales Guide features a Sample Marketing Plan to help you learn what to consider when it comes to marketing your business.

Screenshot of SBA Sample Marketing Plan

This guide was developed with the assistance of the City of Austin
Economic Development Department Small Business Division.