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The Truth About What Customers Want by Michael R. Solomon

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Chapter 21. Birds of a feather buy together

Nike makes a lot of shoes and athletic apparel, but now the company wants to play an even bigger role in your daily life. It commissioned original workout music for its “Nike + Original Run” series that you can buy at Apple’s iTunes Music Store. It teamed up with Apple to offer the Nike + shoes that feature a built-in pocket under the insole for the Nike + iPod sensor that lets you track your run and set goals while listening to your favorite tunes. It’s releasing other CDs featuring music and voice-over coaching in activities such as yoga, dance, and weight training.

In traditional societies, class, caste, village, or family largely dictate a person’s consumption options. In a modern consumer society, ...

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