If marketers want to succeed in this challenging consumer environment, they need to focus on orchestrating this kind of coordinated strategy.

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If you've founded, say, a consumer product company, you'll need to show how the money will be used to design, develop and distribute your product.

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Today, millions of perfectly reputable and otherwise rational people charge purchases at interest rates that would be usurious if consumer credit were not exempted from laws preventing people with money from preying on people in need.

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