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Six Principles for Winning the Sales Growth Challenge: Advertising Still has Its Place in a Marketer's Quiver, But Four Walls and Neighborhood Marketing Techniques are Waxing While the Once-Central Importance of Mass-Media is Waning (A Franchising World Reprint Classic from December 2006)

Franchising World 2008, Oct, 40, 10

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Description

"Four walls and neighborhood marketing" work together but represent two, side-by-side faces of the same idea, similar to the way radio and television were two complementary components of electronic broadcasting. There are just a handful of bedrock principles to four walls and neighborhood marketing from which all of its benefits flow. They are: