Lot more to it than that lad. Marketing is about selling the club to potential investors, sponsors etc. Its about getting big companies to take note and spend their advertising budgets on us. Its about establishing and promoting a return for the expected investment. Its about marketing the brand 'ICT'. In this day of modern technology, with worldwide links via television, internet etc it is very possible to market the brand further afield than Ness Motors or Cairngorm Windows.
Get the brand recognised further afield and potential advertisers spend more cash.
Celtic, Rangers, Man Utd, Chelsea, Barcelona, Real madrid, none of them are major corporations. They are, however, very large businesses. Why???? Because they all got their marketing strategies right.
Those points you mention are all geared towards getting a few more attendees at matches and that is something that is needed but, even if we could fill our stadium every week, there still wouldnt be enough income to compete successfully, year in year out, at the top level.
I'm not for one minute suggesting we become one of the aforementioned teams but if we have any ambitions for european football then we need to market ourselves to a high standard.
I know nothing about the guy mentioned so cant comment on his abilities but just to give the guy a little support and with reference to insiders comments, BP, a multi national company that makes vast profits each year has vast borrowings as well. All companies borrow. So long as they are able to pay the interest then they can profit by the borrowing.