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You don't have to be a Ben or Jerry to capitalize oncommunity outreach. In fact, "civic marketing" can serveas a low-cost, high-impact marketing tool for almost anybusiness.
Take Boston pawnshop Empire Loans, for example. Owner MichaelGoldstein contributes to a variety of causes, including a nearbyhomeless shelter, a shelter for battered women and a localperforming arts school.
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