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  • Actual for You - If Marketing is an Expense, Then You're Doing It Wrong

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    t here's what happens when marketing is purely viewed as an expense:
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    What do many companies do when sales are low?

    They cut costs, all costs, even marketing costs. They say, "Marketing is an expense. We're cutting expenses. Period."

    WHEN YOU THINK OF MARKETING AS AN EXPENSE

    In accounting, sure, marketing IS an expense. But here's what happens when marketing is purely viewed as an expense:<

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    all costs, even marketing costs. They say, "Marketing is an expense. We're cutting expenses. Period."

    WHEN YOU THINK OF MARKETING AS AN EXPENSE

    In accounting, sure, marketing IS an expense. But here's what happens when marketing is purely viewed as an expense:

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    We're cutting expenses. Period."

    WHEN YOU THINK OF MARKETING AS AN EXPENSE

    In accounting, sure, marketing IS an expense. But here's what happens when marketing is purely viewed as an expense:

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    AS AN EXPENSE

    In accounting, sure, marketing IS an expense. But here's what happens when marketing is purely viewed as an expense:

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    t here's what happens when marketing is purely viewed as an expense:

    Company A thinks of marketing solely as an expense. When busniness gets slow, Company A cuts marketing. They tell fewer prospective customers about their products. Results: They get even less business.

    You might ask, "How can you suggest that marketing is some

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