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Satisfying the needs of customers is a vital function of marketing and pitching your product at your target market, be it mass or niche, is essential to success.

The consumer is key and customer loyalty never more so highly prized. At the same, time markets have become increasingly fragmented with B2B and B2C recent examples of more complex routes to market.

Market research can uncover vital clues about demographic and psychographic segmentation and reveal the "gap" in the market that a budding entrepreneur would want to plug and so grab a slice of that all important market share.

Next: We'll get to grips with numbers and find that bookkeeping isn't something librarians (necessarily) do. Better still, we'll explain a bank overdraft to those of you that can't face a balance sheet and offer you a break even formula to boot. Let's get clued up on accounting and finance.