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Marketing Buzz 09/03

Selling products related to a crisis

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This story appears in the September 2003 issue of Entrepreneur. Subscribe »

In Times of Crisis

If war is being waged and you happen to sell gas masks, how do you market without customers feeling like they're getting hosed?

Selling products related to a current crisis is a delicate task. "Remember to sell security vs. the product itself," says James C. Turner, a counter-terrorism expert and the author of Threat Assessment (The Haworth Press).

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