Presently, marketing has undergone serious change. Marketers have faced increasing demand to provide quantitative data representative of their work, particularly focusing on sales growth in correlation with a narrow target audience.
As marketers strive to cultivate new customers directly, they have turned to a growing area of interest: lead generation - a marketing activity aimed at acquiring direct contacts of prospective customers that have demonstrated some interest in the seller's goods and services.
This book has a purely practical purpose, serving as an introductory resource to principles and methods that will enable marketing professionals to raise the number of potential customers and multiply the number of sales typically received.
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