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Never known for brevity, I am thrilled to be able to reduce to one word my marketing advice for the new year now upon us: SEGMENT.
Life is observably complex. A walk in the woods, a stroll in the mall, a visit with a client in a downtown high-rise—they all reveal diversity and the complex relationships that affect our lives. So I intuitively mistrust reductionist approaches to difficult matters. They tend to oversimplify. Still, I say to all you printing sales and marketing managers, segment your customer and prospect lists.
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