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The Complete Idiot's Guide to Target Marketing by Susan Friedmann

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Introduction
It’s not easy being small—and there’s no place that’s more true than in the business world. In a climate where megaretailers and chain service providers have seemingly bottomless pockets to blanket the world with their advertising, how can the small business owner possibly compete?
The trick is to work smarter, not harder. That’s the key concept in target marketing: by identifying and connecting directly with your customer base, you will not only out-maneuver the large, behemoth corporations, but you will outperform them!
Everything you’ll find in these pages has been road-tested by business owners just like you. Over the course of writing this book, we’ve interviewed literally hundreds of people, from the real estate agent who ...

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