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consumers have more information about products and more products to choose from than ever before. They have more ways to shop: at giant malls, specialty shops, and super-stores; through mail-order catalogs, home shopping networks, and virtual stores on the Internet. And they are bombarded with messages pitched through a growing number of channels: broadcast and narrow-cast television, radio, on-line computer networks, the Internet, telephony services such as fax and telemarketing, and niche magazines and other print media. Given the proliferation of choices, it’s no wonder consumers view brand names with growing indifference.
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