In the academic view of marketing the foundation is the four "P's," Product, Place, Price and Promotion. Often we get so caught up in the Promotional aspect of the discipline that we forget about the big picture. It is important to periodically get back to the fundamentals. It is difficult to trump the contribution of great "Product" to the success of any marketing effort. This goes beyond the physical product to include service and even customer experience. Before your next "Marketing Campaign" step back do some work on "Product."