Seth Godin has an excellent post about marketing here:
Sure, it would be great if IDEO could design your next product or the CEO of Texaco would introduce your sales guy to his purchasing department. It would be great if you had the resources to have a detail force at every retailer, or Russell Simmon's PR firm or a page that got linked to from Yahoo's home page. But they won't, he won't and you don't. The art of marketing is not finding more money to do more marketing. It's figuring out how to tell a story that spreads with the resources you've got.
The art to marketing is to Tell A Stroy that is compelling enough that it will spread like an Idea Virus. It starts with having a Remarkable Service or Offer. That's why you can't have a me-too. You want a me-only.
I talk about Focus a lot but I'm not sure everyone understands what I mean. It takes incredible Focus for a company to offer one truly great service along with incredible customer care. That takes laser-like Focus and concentration to keep your eye on that ball. And you can't do that with a shotgun approach to offering everything to everyone. You don't need 5 or ten good offerings -- it starts with one remarkable one that makes you the best in your territory or market (however you define that).