PR: United we stand
Marketing has been described as 'the science of creating a desire in potential and existing customers for the products and services that an organisation supplies'. This is equally true whether your customers are general consumers or other businesses.
However, for a trade association like BASDA (Business & Accounting Software Developers Association), there is an added dimension. One of the main services we offer our members mainly SMEs developing and supplying business software to other organisations is a marketing resource which many of them cannot generate for themselves. So, marketing them and the issues which concern them is the only effective way for us to market ourselves.