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BOTTOM-UP MARKETING

CEO

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2
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20

2002 8

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20
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500
5 500 10 1,500

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500

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Seneca

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10

1
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20 50
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IBM

NyQuil

20 50

Seagram 20 60

1981
1980 66% 70%
5

58%

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30

100%

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Nomura (JivoTokuyama)

(
)

JVC?
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)

(
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(Big) 13

Surf
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35 12
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(Kool-Aid)

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14 30 ,
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1995 950

15
?
1958 ? 1968
? 1973 ? 1979
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1987 1986 ?
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CEO

CEO 30 17
6
61 20

(
)

(Gorbachv)

CEO ?

6
5 2

43 (Slinky)

19
15,000

1977 21 Soho
1

Soho
?

(Farrallon) 100


6 1,000
1,000 9 100
17

TK

IBM

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60 4
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CEO

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1987 10 26
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508 226
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(
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80

73

41

3
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3

1970 37 1980 33(


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25 31 17
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41
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1975 188 1980 77

1964

1964 40(
33 29)
1964 23


(
)
25 4

(
70)

6
55
8 45
() 1

1950 30 32
40
1950
1970 30 28
20 20

1987 1986
1987
?
1987 ? 1986
1896

1939

23

40 16
1978 4,500
1979 4400

1960 1985 25 1960


5,620 25 27,732 25 5
27,000 5
(
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1960 25 8 1985
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