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POPULATING ALL STAGES OF THE CONSUMER JOURNEY THROUGH STRATEGIC DISTRIBUTION

BEN IS A FRIEND of mine with a six-month-old daughter named Yatri. Since the day Yatri was born, it has been clear to Ben and his wife, Michele, that their baby is a creative genius—she is alert, curious, and an extremely articulate babbler. Naturally, Ben and Michele want to provide Yatri every opportunity to nurture her creative potential. And so, even though their child is only six months old, Ben and Michele have begun searching for the perfect preschool.

Although ...

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