This column is the fifth in a series of articles on marketing. The first three columns asked you to consider several ideas: the reasons for marketing, the weaknesses in your business that need to be addressed before you market, and the qualities that make your business unique. Last month’s column divided marketing into three categories: marketing to gain new customers, marketing to retain old customers, and marketing to attract new and old customers alike. This month’s installment will pick up where last month’s left off: marketing that is designed to gain new customers.