Eli Lilly says its sales force is already promoting Cialis to doctors, and that the prescription drug will appear on pharmacy shelves by the end of this week.

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"Employers are saying, 'Give us people with the right attitude and job readiness, and we'll take care of the rest, " says Eli Segal, president of the nonprofit Welfare to Work Partnership.

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"I think changing a picture's frame is an ownership thing, a territorial way to put your mark on a painting, " says Eli Wilner, a New York dealer widely credited with raising the American frame market's consciousness (not to mention prices).

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Eli Pariser, its executive director, says membership has increased since the ad appeared.

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"There is a double bottom line here, " says Abbas Hussain, whom Witty lured away from Eli Lilly to lead the emerging market effort.

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"Be a little happier, " says one particularly charming student, a photography fan named Eli, as he fires off a few snapshots of two classmates.

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"We took on the marketing process itself, " says McLaughlin, who had spent five years as a programmer for Eli Lilly and moonlighted selling his homemade wedding-planner software over the web.

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"That beats Moore's Law hands down, " says Eric Lander, head of the Broad Institute of MIT and Harvard, funded by billionaire Eli Broad.

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