Bare Essentials: Marketing as a Necessary Evil
Business owners across all industries and professions start companies because they have a specific expertise or interest – whether it involves trading currency futures or replacing car mufflers – and eventually discover that selling their product or service is neither in their wheelhouse, nor something they enjoy doing. To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a l
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