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Alter Your Marketing Mind-Set

Mastering four key elements of marketing will put you in front of the pack-and customers will follow.

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This story appears in the October 2006 issue of Entrepreneur. Subscribe »

Extraordinary results are rarely achieved by playing it safe. Yet when it comes to marketing, many growing businesses remain buried in the pack, going from year to year with the same minor market share. After all, with so much "me too" marketing out there, it's easy to consider mediocre marketing the status quo.

But if you look to the standouts-the front-runners in just about every market niche-you'll see that their and campaigns are anything but ordinary. They're the top competitors you love to hate, yet want to emulate.

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