Forging the Missing Link

Joining or starting a trade association is a basic way to promote your business -- and one of the most effective

When it comes to marketing, Corporate America bandies about big words and backs them up with bigger bucks. Meanwhile, small-business owners implement major marketing efforts on minute budgets. In this occasional look at marketing strategies, Smart Answers columnist Karen E. Klein takes a small outfit's marketing strategy and runs it by Chicago marketing executive Meg Goodman.

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