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Chapter 4, overview of the Nike story adapted from Nike Culture, by Robert Goldman and Stephen Papson, SAGE Publications (© Goldman, R. and Papson, S. 1998) is reproduced by permission of SAGE Publications, London, Los Angeles, New Delhi and Singapore; Chapter 5 extract abridged from Emma Haslett, ‘Two Topman T-shirts trigger Twitter tirade’, Management Today, 14 September 2011 reproduced from Management Today magazine with the permission of the copyright owner, Haymarket Business Publications Limited; Chapter 6, extract from ‘The Strange Death of Modern Advertising’ from Financial Times, 22 June 2006 with permission from Lord Maurice Saatchi and the Financial Times.

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