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Civic Duties

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This story appears in the November 1997 issue of Entrepreneur. Subscribe »

You don't have to be a Ben or Jerry to capitalize on community outreach. In fact, "civic marketing" can serve as a low-cost, high-impact marketing tool for almost any business.

Take Boston pawnshop Empire Loans, for example. Owner Michael Goldstein contributes to a variety of causes, including a nearby homeless shelter, a shelter for battered women and a local performing arts school.

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