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Generating and retaining customers top challenge for small businesses

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Berkeley Heights, N.J.—A majority of small-business owners (59.1%) said generating and retaining customers is the toughest marketing challenge they face, according to a study by the Yellow Pages Association.

The study was based on a telephone and online survey of more than 400 small-business owners, conducted during the third quarter.

It found that 62% of small businesses do not use outside resources to assist with their marketing efforts.

In other survey findings, 29% of small businesses use qualified leads to measure marketing success, and 21% use telephone inquiries to measure success.

About one-quarter (26%) of small businesses do not use any type of measurement for their marketing programs, the survey found. —Kate Maddox

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