This Element is an excerpt from The Truth About Starting a Business (9780137144501), by Bruce R. Barringer. Available in print and digital formats. The three realities you must understand to create a winning marketing plan. Marketing is one area where hard work and ingenuity can make up for a lack of funds. It’s also an area where money can be easily wasted if a business doesn’t have a well-thought-out marketing plan. There are three things to be mindful of as you approach the topic of marketing and promotions in a new business. First, a business’s marketing efforts should be consistent with its overall mission and values. For example….
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