REPOSITIONING: Marketing in an Era of Competition, Change and Crisis

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^* John Micklethwait and Adrian Wooldridge, The Witch Doctors (New York: Times Books, 1996).

^† Farnham, “In Search of Suckers.”

^‡ Jeffrey F. Rayport and John J. Sviokla, “Competing in Two Worlds,” McKinsey Quarterly, January 1996.

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