The cumulative wisdom of a team of business experts is distilled in these practical principles for evaluating and correcting unsound business behaviors before they adversely affect profitability. Business leaders with a broad spectrum of sales and marketing credentials in small and large companies examine universal problems and suggest remedies appropriate for any business. Common pitfalls such as seeking comfort zones, adopting a survival or bunker mentality, and doing one thing well while ignoring other crucial areas are specified and addressed. Three strategic actions guaranteed to rescue a company from stagnation are outlined, with practical applications for any business venture. Citing examples in the lifestyle, financial, technical, advertising, and manufacturing sectors, this guide suggests ways to wring the most out of every marketing dollar and bring out the best in every employee.
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