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Tip for April 4, 2007

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Marketing Aikido: Drypers, a small disposable-diaper maker, told parents they could use any Proctor & Gamble discount coupon to get $2.00 off the price of a pack of Drypers' diapers. This turned all P&G coupons to their advantage and positioned them competitively. True guerrillas, those Dryper execs.

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