Why do people ignore marketing?

I read this great article about marketing and had to share some of the points with you (When I find it again, I'll give the author credit):

Marketing planning is a lot like exercise. First of all, everyone knows they should do it but nothing dramatic immediately happens if they don't. So, it's easy to ignore. Then, one day, you wake up and you can't button your pants or you find your competitor has landed the account you wanted and, well, you vow to never let it happen again.

Other reasons (or is that excuses) that people ignore marketing planning -- they already have enough business. In fact, they're afraid they can't handle anymore so why market themselves? Do you think McDonald's or Coke is hurting for business and that's why they advertise? Nope. Because marketing is more about branding and positioning than it is about sales. No matter how sales are going, you need to put a message out to the market about your company's message. Why? So you'll attract high-level, experienced employees. You'll have improved relationships with vendors. People will know who you are and what you do whether they buy from you or not. It's called making a name for yourself. And, it doesn't matter who you are, you need to do it.

Another reason people ignore marketing: they're afraid to commit to a message. They're content putting messages out to appease each prospect. They want to be everything to everyone, even though they swear they don't. There's a cool branding exercise we do that helps companies identify their message. It's worth doing to make sure you are sending the messages that you want your prospects to know. The easier you make that message, the more who will remember it.