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Lisa Shepherd

down marketing opportunities, so they make decisions about
marketing that are ad-hoc and based on the sentiment of
the decision maker in a particular moment. Companies need
a strategy to focus their efforts and hold their marketing
accountable for defined results.
A marketing strategy will save a company tens or hundreds of
thousands of dollars by avoiding marketing activities that do
not deliver the results they seek and by focusing resources in
the highest value areas.

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© 2012 Lisa Shepherd