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Soft Sell

The latest Dun & Bradstreet survey reveals why entrepreneurs are doing such a poor job marketing their businesses. Think you don't have enough money--or time--to do better? Think again.

This story appears in the September 1998 issue of Entrepreneur. Subscribe »

In the 1992 movie "The Player," cynical movie executive Griffin Mill dismisses a script with the comment, "It lacked certain elements that we need to market a film successfully."

Marketing experts might say the same about the marketing approach taken by most entrepreneurs. According to a recent study by international business information provider Dun & Bradstreet (D&B), the typical entrepreneur is little more than primitive when it comes to marketing. (For details about how the survey was conducted, see "By The Numbers" on page 143.)

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