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Marketing is not a battle of products--it's a battle of perceptions.

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Campbell's is No. 1 in the United States, but not in the ; Heinz Soup is No. 1 in the United Kingdom, but not in the United States. What that boils down to is the fact that , and image are just as important as delivering a quality . And that's why and campaigns can make or break a product regardless of its quality. It's , not product.

Excerpted from 303 Marketing Tips: Guaranteed To Boost Your Business

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