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If you already have a radio station, you probably have a marketing strategy already, even if it's implicit. But it may be confused or contradictory. By dragging your marketing strategy - and the assumptions it embodies - into the light of day, everybody can examine it more clearly, and perhaps even improve it.
|In this chapter...|
|4.1 Targeting the whole population|
|4.2 Station format and positioning|
|4.3 Marketing and programming|
|4.4 Building a community of listeners|
|4.5 Becoming the community's voice|