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The global marketplace consists of an increasingly complex arena of competitors within a rapidly changing international environment. New companies are formed on a daily basis, from small businesses to Internet-based operations, to expanding global conglomerates originating from major takeovers and mergers. In the face of these sophisticated and cluttered market conditions, firms try to be heard. They attempt to speak with clear voices about the natures of their operations and the benefits associated with the firm's goods and services.
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