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Rules of the Hunt: Real-World Advice for Entrepreneurial and Business Success by Michael Dalton Johnson

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5 MARKETING ISN’T ROCKET SCIENCE … IT’S HARDER!

WHILE THEY ARE kissing cousins and sometimes overlap, sales and marketing are not the same.

Marketing covers advertising, promotion, market research, public relations, and, to some degree, sales. In the simplest terms, it is the process of identifying and locating buyers and introducing and promoting products and services to them.

Despite its importance, surprisingly many entrepreneurs don’t know much about marketing. While they understand the basic concepts, to them it’s a mundane subject. However, it is one of the most mysterious and demanding aspects of business.

It requires knowledge of marketing technologies, a keen understanding of what motivates buyers and how to press their hot buttons, ...

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