Marketing consultants are people who make and implement strategic plans for their clients in order to help them sell particular services or products. Marketing consultants differ from advertising executives since advertising is only a small part of the whole marketing mix. A marketing mix refers to the different tools that a company uses to promote their business in the marketplace. It refers to how a product or service is packaged, priced, promoted, distributed and sold. The marketing mix may differ from industry to industry, clients, and individual products and services.