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According to marketing expert Regis McKenna, who helped launch Apple Computer, "marketing is everything, and everything is marketing." These days, the less-than-excellent businesses tend to die off. Keep in mind that everything you do in business is actually a part of your marketing program, including every product you sell, every service you offer, every customer contact you make, every letter you write. They all reflect your business, good or bad, and keeping that in mind from day to day will help you to focus on making every aspect of it better.