As U.S. dealers continue to grapple with declining profitability this year, following the trend begun in 2005, cutting expenses will become a top priority. For many dealers, advertising is the first area that will be slashed. The fear is that reduced advertising means fewer customers, which only compounds the problem. There are dealers, however, that are increasing business while cutting advertising costs to the bone. Fortunately, marketing no longer means having to spend thousands of ...

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