Bad marketing kills businesses. Don't let it happen to you: Marketing is not a 'shoot-from-the-hip' activity. It needs expert management, and many farmers are not good at it. But upgrading your skill in this area is crucial to the success of your business

The article focuses on the importance of effective marketing in agriculture, emphasizing that while production skills are crucial, successful farming ventures also require adept management of finance, people, and marketing strategies. It discusses the enduring relevance of the "Four Ps" marketing mix framework—product, place, promotion, and price—originally formulated by Prof Jerome McCarthy.