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Marketing and promotion are the tools businesses use to communicate to the outside world about their company, their products, and their services. A sound marketing strategy, using a mix of personal selling, advertising, sales promotion, and public relations, can be the difference between scoring a smash hit and remaining unknown. Kevin Lello is the Vice President for Marketing for U.S. Music Corporation, the maker of Washburn guitars as well as music equipment like amps and home recording gear.
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