I can show the difference the best between the two by an example I use quite often.
The passive marketer is one who will give out a business card at a function or when he or she meets a prospect. He or she then waits for the phone call or e-mail from that person.
The active marketer is one who will not only hand out his/her card to the prospect, but will also ask for a business card in return from this prospect. Then when you get home, the active marketer will enter this information into a contact management database program and will immediately send out a personalized e-mail or thank you note saying how nice it was to meet the prospect and wishing them well as well as starting to build the relationship up with the prospect at hand.
In the passive example, the passive marketer has to wait for reults and is really out of touch with the prospect. The best they can do is hope their ad or their card attracts enough to get the prospect to call.
In active style marketing, you are in control at all times. You take control of getting the clients and letting them know who you are. Instead of them coming to you all the time, you are going to them.
I hope this helps a bit to distinguish between the two styles I was referring to above.
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