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MARKETING SETS STAGE FOR SALES To the editor: Steven M. Zager’s ” Please, Skip the Bathing Suits” [Aug. 18, 2003, Page 23] is a delightful and insightful article on beauty contests and sales skills. But why did he feel the need to trash marketing in the process? Any professional could drive a truck through the holes in his breezy argument condemning marketing. I won’t tackle any of the paragraph “Most marketing is meaningless.” Instead, let me take on the last graph, “Go with your gut.” After all his solid information on sales, he concludes correctly that the buyer is still left in a state of confusion at the end of even a rigorous selection process. It’s at that point that marketing works hardest! After all, if the general counsel has never heard of the firm before the interview, how can that lawyer be safely chosen? If he or she has to explain the choice of firm known for real estate to handle a complex litigation to the board of directors, how can that firm be selected? Sales is sales; marketing, marketing. Each has an important place in securing business for the firm. So, please, skip the breeze and stick to the facts. Burkey Belser President, Greenfield/Belser Ltd. Washington, D.C.

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