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What are the big 3 from chapter 13 how does this knowledge

What are the "Big 3" from Chapter 13? How does this knowledge shape your thinking regarding your shopper marketing plan? Think of the GAP and aspirin examples. Does this have any relevance to your planning?

According to "what we buy" by paco underhill

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Business Management: What are the big 3 from chapter 13 how does this knowledge

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