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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Second Edition by Jeffrey Babin, Shellye Archambeau, Howard L. Morgan, Leonard M. Lodish

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Section Two: Demand-Generation and Sales—Lead Your Customers to Your Offering

Marketing strategy, positioning, and targeting establish the goals and objectives that the entrepreneurial marketer should achieve through a crafted collection of marketing activities. Marketing activities must serve their purpose in a cost-effective manner that attracts the largest number of customers and ultimately leads them to purchase. This is the basic premise of demand-generation and sales.

Through your actions and choices, you must efficiently reach the most valuable market segments, make them aware of your offering, educate them about your offering and its benefits, engage them in a trial and evaluation of your offering, and cultivate their interest to lead ...

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