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"Each product category, retailer and brand has its own challenges. An in-depth insight into your constituents will ultimately unite your brand to sales. Take the time to question and understand who they are before initiating contact. Asking the right questions may lead you in new directions — and towards new ways of achieving a higher ROI."
From "Know Your Targets and ROI Will Follow," by 
Robert L. Klein, chief strategy officer at Blue Chip Marketing