The importance of marketing April 2003 Dave Kamioner, Director of Marketing Marketing is a significant aspect of any business in today’s highly competitive IT milieu because those individuals who only look to product enhancement will fine themselves far and away behind the power curve. Thus, in the spirited zeitgeist of the twenty first century marketplace marketing has thus radically achieved the earned status of an integral part of the modern practice of modernization, automation and production. But is such a plethora of competitive activity an important facet of the nominally cyclical business process in anno domani 2003?  Of course; thus a cost-driven enhancement of the sub rosa adversarial relationship inherent in such is desirable to those who seek to command their industry niche. Though, as form must logically follow function, c’est le guerre, in the early years of the new millennium the technological ecosystem must remain on the cutting edge of the worldwide expansion of global capital or risk losing out on the risk and reward capacity of the very environment in which they must thrive to survive. Is the IT industry immune from this hard and fast rule?  Do the Rosetta stones of high tech commerce sum urbi et orbi render basic laws of less than a score of years since the digital revolution commonplace and therefore empirically mundane?  To the uninitiated perhaps. Nevertheless they remain in place and provide demographic succor to those who comprehend the fundamental tenets that fuel the engine of state of the art innovation and market segmentation. Est Decorum et Dulce Pro Patria Mori. Got it yet? That’s right folks, the above 250 words were absolute gibberish.  But some of you tried to make sense of them, didn’t you? Why? Because we’ve all been conditioned to regard jargon as legitimate communication, especially in this industry.  We love to use eighteen words when three direct words would suffice and leave no confusion as to our exact meaning. When will some learn brevity conquers technese every time? We hide behind feel good ambiguity because real decisions and frank appraisals can upset the some people. But guess what? Some of our competitors will make up in profit what they may lack in long-winded decorum. So, talk more about action than actually making decisions? Gloss over problems so as not to upset apple carts? Sound like you’ve been programmed in a continuous loop of inanities? Cut it out.