The Role of the Consumer in Image Building

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The Marlboro tattoo is an instance of deliberately building plot value into a product; it functions as a significant datum to establish that the sophisticated and successful Marlboro Man must have had an interesting and adventurous past. See Brink Edward L. Kelley William T. , The Management of Promotion (Englewood Cliffs, N. J.: Prentice-Hall, Inc., 1963), p. 164.

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