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Cutting your marketing costs through cross-promotion

This story appears in the April 2000 issue of Entrepreneur. Subscribe »

As entrepreneurs, many of us think of ourselves as independent souls, taking on challenging competitors and making our businesses successful at almost any cost. The typical small business owner makes independent decisions and closely guards those small company secrets of doing business. While this "me against the world" mentality can give you a competitive edge, it can also make you miss some of the significant benefits-and savings-you can enjoy through cross-promoting with other businesses.

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