Small shops may overlook value of networking, referrals

07/7/2009 | Los Angeles Times (tiered subscription model)

If you are looking for ways to contain costs for marketing, look to networking and customer referrals, advises business columnist Karen E. Klein. Court Cunningham, chief executive of online lead-generation firm Yodle, says small businesses should continually seek referrals and give incentives to customers who make referrals.

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