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Opinion: Cost-cutting versus investment

Can marketing done right save a business that is struggling to survive? The short answer to that question is ‘yes and no’, and it all depends on your definition of marketing. If you see marketing as purely advertising (a mere fraction of what marketing really is all about), then it can often be the equivalent of shouting about the naked guy standing on the hill. It will bring a lot of attention to him but pretty much everyone will be pointing at him and laughing – or worse, calling the cop

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