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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 independentsouls, taking on challenging competitors and making our businessessuccessful at almost any . The typical ownermakes independent decisions and closely guards those small companysecrets of doing business. While this "me against theworld" mentality can give you a , it can alsomake you miss some of the significant benefits-andsavings-you can enjoy through cross-promoting with otherbusinesses.

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