A CPA firm spends $11,200 on a Web site that attracts only a handful of visitors. An insurance agency invests $80,000 in an advertising campaign and no one sees the ads. An alternative health clinic sends out 8,000 direct mail fliers and gets 26 responses. A manufacturer spends $28,000 on an attractive brochure that no one uses.

A BALANCED APPROACH TO MARKETING by Steve Anderson Just like you, each week I receive e-mails and read articles from different business and marketing experts. A common theme Ive no...