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As they say, "hindsight
is 20/20," and when you examine why businesses,
or more specifically why their marketing
fails, there are very few surprises. What you find are
common reasons. Essentially, 'mistakes' that could have
been averted. These mistakes represent "opportunity
costs." In other words, these mistakes cost you the
revenues your business would be earning if you didn't
make them!
The key to averting these mistakes and
to realizing greater revenue is to be proactive! But,
the proactive process has to begin with understanding
the critical elements within a successful marketing
effort. I chose to phrase these critical elements in
the form of 'mistakes' because I believe it helps you,
the reader, to recognize if you're making them.
Knowledge of the these common mistakes
represents the important first step in the design of
your successful marketing program. But, recognizing
a problem is one thing, and fixing it is another. Consistently
following best practices is the final challenge. This
booklet is full of practical and valuable marketing
know-how.
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