Next he pushed executives to develop a new marketing strategy based on energy conservation, again building off the experience at APC, which came to dominate the data-center business by developing new products, including cooling systems that adjust themselves to the demands of individual server racks.

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Advisers who have a plan for the topics they want to discuss and what format they will discuss them in (whether it's Twitter, podcasts or video) are better positioned to develop their credibility and their overall marketing strategy.

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To develop a good long-term strategy for marketing food products, he must be thoroughly familiar with the strategies of giants such as Marks and Spencer.

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