I thought the article gave out some good basics that are prudent to implement as foundations for anyone's marketing activities. It's a beginning point (as the article suggests). However, it would not be real wise to stop and go no further.
There is no substitute for learning all you can from somebody like Philip Kotler as well as from other business leaders who are successful in the field. Then when you get big enough you hire a marketing department- :).
But that probably doesn't work so well :)