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Lately, many business leaders feel as if they have been painted into a corner when it comes to marketing. They’re saying to themselves, “My revenue is dropping. I feel like I can’t afford to continue my marketing at its current level…yet I’m concerned about diminishing the brand equity and image I’ve worked so hard to establish. This downturn will not last forever…and I don’t want to be in the position where I have to make up lost ground when the economy turns around.” And the reason we keep hearing this is because it’s true. But the ingenious marketer will find a way to achieve both.
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