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Marketing might be a formal, functional area when you're talking about setting strategy, but the delivery of marketing takes place in every customer interaction. "Good marketers need to do the same things that good managers do, and that includes moving around the organization," Battin said. "That makes you a better leader, and it helps you understand how marketing impacts every piece of your organization." "Customers used to come to us, but now we have to reach out to them," Turf said. She noted that competition has required her company to engage in more aggressive promotions, such as the "Ultimate Dream Wedding" video contest, which encourages young couples to join Crate and Barrel's wedding registry.
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