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San Francisco State University - Fall 2012

Textbooks for Course MKTG 644

Section 01

      
Different: Escaping the Competitive Herd ()
by Youngme Moon, Lynn Carruthers
Hardcover, 288 Pages, Published

ISBN-10: 0-307-46085-1        / 0307460851

ISBN-13: 978-0-307-46085-1 / 9780307460851

Why trying to be the best … competing like crazy … makes you mediocreEvery few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr


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