Richmond Times-Dispatch, Va., Small Business Column.

Byline: Stu Neal

Oct. 20--Marketing your small business doesn't have to be expensive.

Ask the typical small-business owner what the word "marketing" means and nine times out of 10 the response will be "advertising."

While advertising is a large--and many times vital--component in a successful small-business marketing plan, it is only one slice of a much larger pie.

Ask those same small-business owners what other organizations they belong too, such as a Rotary or Ruritan club, church group, PTA, or other civic organizations, and the answer is often "I don't have time."

The fact is that most small-business owners can't afford not …