Positioning. Brand Management. Strategic Marketing. Product Launches. Crisis PR. It all falls under the banner of “marketing.” But the concept of marketing is difficult for some people to understand. Marketing is not advertising. It involves graphics and writing, but there’s more to it than that. You can think about it as a fishing analogy. Advertising is the “lure.” But knowing where to fish, what kind of fish you can catch, and how to fish – that’s marketing.