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The key is developing a marketing strategy that forms a solid foundation for your promotional efforts. Implementing promotional activities such as advertising, direct mail or even networking and one to one sales efforts without a marketing strategy is like buying curtains for a house you are building before you have an architectural plan. Defining your product or service: How is your product or service packaged? What is it that your customers are really buying? You may be selling web based software tools but your clients are buying increased productivity, improved efficiency and cost savings.

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