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Marketing Strategy from the Masters (Collection) by David J. Reibstein, Nancy Lee, Larry Light, Paul W. Farris, Joan Kiddon, Philip Kotler, Phillip E. Pfeifer, Neil T. Bendle

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2. Understanding the Marketing Mindset

“In a match made in marketplace heaven, the world’s busiest Web site and the world’s largest postal administration formed a business partnership in 2003 that continues to grow and strengthen to this day. eBay and the Postal Service share an important and growing customer segment—the millions of small and home-based businesses scattered across the country. Just one facet of the partnership—the USPS® ‘postage solution’ technology imbedded into the eBay Web site—generated millions of shipments and significant new revenue for the Postal Service in only its first year of operation.

Today, the Postal Service and eBay share Web sites and software, advertising, and promotions, and the partnership has been a resounding ...

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