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Tracking for Profit.

Publication: Qualified Remodeler
Publication Date: 01-JUL-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Tracking for Profit.(Column)

Article Excerpt
Tracking for Profit

By Jeff O'Neill

How a window sales operation used marketing accountability to drive sales

For an entire industry of home improvement enterprises, a typical kneejerk reaction in a bad economy -- this current economic disaster included -- is to start cost cutting. And, typically, the very things that fall under the axe are the very things that drive profit -- marketing.

You see the problem with this situation?

There are several reasons behind the measure. The most fundamental issue with marketing up to this point is that business owners have very little insight into how their marketing works for them. Because, if they did, there would be a lot fewer worried ad salesmen out there.

Marketing strategy for many...

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More articles from Qualified Remodeler
Three Ways to Spruce Up Your Marketing -- Instantly.(Feature), July 01, 2009
Evolving and Adapting with the Times.(Column), July 01, 2009
Five Areas of Focus for the Second Half of '09.(Editorial), July 01, 2009

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