Marketing for a startup is a lot like marketing for a large corporation—just a little more urgent. “We have to find what’s going to generate sales,” says Cathy Cranberg, Founder and CEO of Authentic Agility Card Games, “because, ultimately, that’s what keeps us in business.” When capital is scarce, there are a lot of out-of-pocket investments, so deciding where to invest marketing dollars is critical. Here, Cranberg talks with Andrea Koslow, an instructor for Georgetown University’s graduate program in Integrated Marketing Communications, about these challenges as well as a Georgetown marketing class that enables students to work with companies like hers.
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