Marketing is the ability to discover the real value a company offers to the world, and make it understandable to new users. Most companies stop at placement and packaging. They count on repetition, and following industry trends. If your company wants to look like your competition, then you need a bigger budget. But if you offer a superior product and listen to your users, then all you need is to show that. If that isn't your marketing core, you're completely missing the point.