Soft SellThe latest Dun & Bradstreet survey reveals why entrepreneurs are doing such a poor job marketing their businesses. Think you don't have enough money--or time--to do better? Think again.
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In the 1992 movie "The Player," cynical movieexecutive Griffin Mill dismisses a script with the comment,"It lacked certain elements that we need to market a filmsuccessfully."
Marketing experts might say the same about the marketingapproach taken by most entrepreneurs. According to a recent studyby international business information provider Dun & Bradstreet(D&B), the typical entrepreneur is little more than primitivewhen it comes to marketing. (For details about how the survey wasconducted, see "By The Numbers" on page 143.)
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