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Title: Refreshingly New Angles on Marketing Issues
Review: As marketing and branding become increasingly global, older treatments are seeming increasingly provincial and out-of-date. Anholt's book is the first I've come across that so succinctly elucidates the new global marketplace and how best to develop the mind-set to thrive within it. The breezy writing style, wit and intelligence -- and the writer's vast international experience -- make this a must-read for anyone whose business and livelihood depend upon adapting to the new rules of the game. The book should be required reading for all business schools and, perhaps more importantly, for anyone already working in marketing. Highly recommended.
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