If you think that marketing consists of popping up a sign and listing your businesses in the Yellow pages then youre wrong. That is how businesses used to market in 2001. 12 years on and its a completely different kettle of fish.
Now businesses have to think about the complete marketing mix to implement a focused marketing strategy. According to research it takes (on average) 7 points of contact with a potential customer to make a sale, ranging from a referral, an advert on the internet, a mention on Social Media to receiving a marketing email.
But strategy is not the only thing you need. A good idea without a marketing strategy is just an idea relying on luck. A good marketing strategy without luck is also not enough. So you need to combine both and the harder you market the luckier you will become.