Most pundits suggest that the Kin marketing program was clever, on target and effective. However, the Kin did not sell. Why not? It’s obvious now: the product did not meet the needs of the target market. Whose fault is that? MARKETING.
If you only consider the promotional or back-end activities to be marketing you miss the critical role of marketing in getting the product right to begin with. Great promotion will not save a bad product and great products do better if they are “promoted” effectively. Marketing’s comprehensive job includes that most critical front-end piece of getting the right product right.