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Get Real

The truth about some common marketing lies--and their consequences.

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This story appears in the August 2008 issue of Entrepreneur. Subscribe »

Has your business implemented an aggressive, multitactic marketing program? Chances are you know that's what your company needs, but day after day, you tell yourself little white lies to avoid marketing. You know the ones: "There's just no time," or "Marketing costs too much." Because the two biggest reasons for business failure are lack of marketing programs and undercapitalization, the small lies you tell yourself can add up to big trouble for your business.

It's time to change your negative mind-set and reach for real success by scrapping these three dangerous marketing misconceptions:

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