"It has taken me years to learn how to fix cars and run my shop. I don’t have time to learn
how to do advertising; I’ll just pay someone to do that." Does that sound familiar? Here at ATI, we have
heard it so many times that it sounds like a broken record. The bottom line is that whether you like it or not,
whether you want to do it or not, you’re already in marketing. For better or worse, it is a fact of lfe. If you
want to survive you had better learn what to do and how.