Let me start by telling you that marketing is not about advertisement — a lot of people actually mistake one for the other. Advertisement is, in fact, a part of marketing, but also very distinct from it. By definition, marketing is the creation, communication, delivery and exchange of offerings that have value for all stakeholders. This means that marketing is holistic and encompasses all steps of value creation — from product/service development to its promotion. In this way, it is of extreme importance for a startup to incorporate marketing from its inception.