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In 2007 I spent 3 weeks travelling America with friends. We went to Vegas, LA, Anaheim (I lost a bet and had to go to Disneyland) and Hollywood. It was a brilliant holiday and one not to be forgotten in a hurry! As a restless traveller I decided to purchase an American book on marketing – just to see if they knew something we didn’t! I purchased three books, one of which was a book by Ries and Trout called “The 22 Immutable Laws of Marketing”. Interestingly, this book managed to simplify......

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