Chapter Nine

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Into the Tomato Business

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ADVERTISING COMPLEMENTS a business, and sometimes even overshadows a business, but it is not the business itself. Documenting the successes of an advertising agency risks creating a distorted picture, by implying that the marketing of a product is more important to the success of that product than the product itself. Albert Lasker knew that wasn’t true. He told his clients that good advertising couldn’t rescue a bad product or a bad company.

He also understood that building and operating a thriving enterprise ...

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