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When the economy is foundering, companies look at short-term fixes of cutting budgets to save valuable cash. Historically, the first areas to get the axe are marketing, since the C-Suite may not truly understand the impact of these activities on overall revenue growth.
But this strategy is too often short-sighted. Marketing activities, including targeted campaigns and offers, go a long way in fostering customer loyalty and retention. And loyal customers translate into greater revenue....
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