In virtually every industry today, businesses have to do more with less. This includes all of the marketing activities necessary to get new business in a challenging economy.
In past recessions, marketers have concentrated their efforts on market segments, geographies, and customers which have proven profitable in the past. But the current world economic situation is changing virtually every market. Just doing what worked in the past to acquire new business risks wasting scarce marketing dollars and increasing your cost of new business acquisition. To reduce your marketing costs and to increase your return on dollars spent to get new business, follow these steps:
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