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The small firm advantage

Question
Does a large firm have a greater marketing advantage over a small firm? 
Answer
Larger firms only have a greater advantage in marketing in terms of the size of the budget that can be used, but not necessarily in terms of creative success. Indeed, in large companies, lack of a creative environment and corporate politics often get in the way of cohesive marketing plans, regardless of the financial resources being deployed.

A small business certainly has the ability to put together a cohesive, integrated marketing program within its traditional market geography, as well as a more expansive online strategy by leveraging the Internet and associated technologies and resources.

Remember, a small business doesn't have to "conquer the world," as many big businesses seem to believe they do, in order to be successful. 
Brain Trust contributor: President of Mason and Geller Direct Marketing, and author of Customers for Keeps and Response!
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