Although not impossible, continuing to generate enough business primarily through marketing communications is a tough proposition. Various studies have shown 50 to 85 percent of advertising has no effect on sales. Professor Gerard Tellis and his associates from the USC Marshall School of Business summarized the findings from hundreds...

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Before you start spending money on radio ads, blog content, and a professional website, your company should have a solid marketing plan in place. Many businesses waste valuable advertising dollars because they fail to understand their audiences and what customers really want. Without understanding what features and selling points...

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