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  • Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

    Al Ries
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    Al Ries, Jack Trout (2006). “Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition”, McGraw Hill Professional
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower. - Al Ries
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