When a client tells me their marketing isn’t working, they’re usually talking about Promotion, things like advertising, content, newsletters, and social media. They want to do more to reach more customers. But marketing has many interconnected moving parts, and Promotion, the fourth P in the famous marketing mix, is only one of them. The real problem is often somewhere among the other seven. Positioning, though last on the list, is the foundation that makes those seven coherent. Before you add another tactic to your marketing plan, take a hard look at which of the eight Ps actually needs attention.