The bottom line: for all the marketing hype, alliances aren't all things to all people—but everybody can get some benefit out of them.

底线是：对于所有的营销炒作，联盟并不是对所有人来说都是一切——但每个人都能从中受益。

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Here \ \ \ 's how to read beyond the marketing hype.

本文教你如何从标签中读出市场炒做以外的内容。

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Yet despite this I see adverts for all the various sports drinks available and get drawn into the marketing hype.

我看到所有在各项运动饮料的广告，都有营销炒作。

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Amid all the marketing hype, the precise definition of "mutual fund supermarket" has fuzzed.

FORBES: Mutual fund supermarkets

The marketing hype surrounding these mortgages makes them look really sexy, but the bit that is never mentioned is that you pay more for them in the first place.

BBC: NEWS | Programmes | Working Lunch | Mortgage matters

Jennifer Edstrom is the daughter of Pam Edstrom, the woman who has honed Bill Gates's image as geek overlord since the company's earliest days and was responsible for master-minding the extraordinary marketing hype surrounding the launch of Windows 95.

ECONOMIST: Microsoft