o Stop throwing thousand-dollar bills out the window and camouflaging spending as marketing-demand that the money spent on marketing bring in more money in return.
o Cut through the myths that claim marketing is about advertising, public relations, or direct mail-learn that it is about growing the revenue, profit, and valuation of the business.
o Fire your advertising agency if it even thinks about applying for a Clio or other creative award.
o Implement the marketing moratorium-stop all marketing until you know how each component of your program justifies itself in dollars and cents.
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