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And Another Thing . . .

Successful marketing takes more than a monster budget.

This story appears in the April 2002 issue of Entrepreneur. Subscribe »

It happens every single day: Two businesses with similar marketing budgets conduct extensive direct-mail campaigns. While one of the companies realizes only less than a 1 percent increase in sales, the other somehow manages a 20 percent increase and then turns each one of those newly acquired accounts into a loyal, repeat customer.

Why do some companies succeed brilliantly in their marketing efforts while others fail? Let's face it, many entrepreneurs have access to the same tools and resources, but the ones who succeed know how to pull them all together to make their marketing work. Here's a look at the nine elements at the heart of true marketing success:

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