Marketing is a broad term, and one that both business owners and consumers are quick to confuse with other terms like advertising and public relations. Try to think of marketing itself as a big umbrella, with fields like direct sales, advertising, and public relations all tactics that make up different parts your marketing strategy. Some of the world’s most well-known and celebrated companies – from Coca-Cola to Apple – have succeeded using two surprisingly simple tactics: making great products and marketing them well.