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Slumber Party

Low-budget marketing tips you can use while the economy is sleeping

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

In an economic downturn, yesterday's marketing strategies just won't cut it. Either they're too expensive, or your audience has tuned out. But that doesn't mean you should start cutting your marketing budget. Instead, you should use this time to develop specific strategies that produce bottom-line results. That means you have to get back to basics and adopt new, hard-working tactics that bring you closer to your customers.

Here are five steps you can take today to help your company ride out the rocky times. They may not give you a recession-proof business, but they'll keep your marketing efforts moving in the right direction through this downturn and beyond.

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