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  • 43.00 lei

    Theodore Levitt’s 1960 article “Marketing Myopia” is a business classic that earned its author the nickname “the father of modern marketing”. It is also a beautiful demonstration of the problem solving skills that are crucial in so many areas of life – in business and beyond. The problem facing Levitt was the same problem that has confronted business after business for hundreds of years: how best to deal with slowing growth and eventual decline. Levitt studied many business empires – the railroads, for instance – that at a certain point simply shrivelled up and shrank to almost nothing. How, he asked, could businesses avoid such failures? His approach and his solution comprise a concise demonstration of high-level problem solving at its best. Good problem solvers first identify what the problem is, then isolate the best methodology for solving it. And, as Levitt showed, a dose of creative thinking also helps. Levitt’s insight was that falling sales are all about marketing, and marketing is about knowing your real business. The railroads misunderstood their real market: they weren’t selling rail, they were selling transport. If they had understood that, they could have successfully taken advantage of new growth areas – truck haulage, for instance – rather than futilely scrabbling to sell rail to a saturated market.

  • Marketing (The Brian Tracy Success Library)
    La comanda in aproximativ 4 saptamani
    50.00 lei

    The success or failure of your business depends on the success or failure of your marketing efforts. If you can identify what your customers want, need, and can afford - and then give it to them - you will achieve outstanding results. Filled with Brian Tracy's trademark wisdom, this indispensable guide contains 21 powerful ideas you can use to immediately improve your strategic marketing results. You'll discover how to: build your customer base; set yourself apart from the competition; answer three crucial questions about any new product or service; use market research and focus groups to fuel better decisions; fulfill a basic emotional need for buyers; determine the correct price point for your offerings; become truly customer-focused; make the most of your distribution channels; master the concepts of specialization, differentiation, segmentation, and concentration; give customers a reason to switch from your competitors; and more. Packed with time-tested marketing strategies, this practical and portable book shows you how to overcome the competition, increase sales and profitability, and dominate your market niche.

  • 50.00 lei

    Essential Guide to Marketing Planning 2e takes you step-by-step through the planning process. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach gives you exactly what you need to succeed. It offers you practical guidance in how to research, prepare and present a great marketing plan.

  • Hegarty on Creativity
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    55.00 lei

    Creativity isn't an occupation, its a preoccupation. It is at the very core of what makes us human. Its also a fundamental challenge that everyone faces in the modern world, be they in business, in education or a struggling artist or musician. Being creative and innovative and communicating our ideas effectively and persuading others is vital. Who could be better able to demystify and set out some useful, generous advice on how to improve, sustain and nurture creativity than one of the worlds greatest advertising creatives and founder of an advertising agency renowned worldwide for its excellence? In this book, John Hegarty takes 50 provocations and themes that lie at the heart of creative thinking. These range from those with complex depths that lie beyond deceptively simple titles such as Idea, Ego, Money and Technology, to others that look at the complexities of modern life, such as dealing with cynics in the workplace, or the best way of getting angry. Hegarty's message is always crystal clear and promotes the benefits of simplifying, thinking boldly and being undaunted by challenges. With this book, when a challenge confronts them, readers will find that one of the great minds in advertising is there to guide them.

  • 60.00 lei

    STUNNING ADVERTISING, is a hard-hitting book on publicity. Remembering such as the Benetton campaigns some years ago, a company which opted for publicity without taboos in which we were presented with images opposing aids, hunger, and racism… we thought of doing this book. Selecting only those campaigns which provoked a sensation in the way we act. Those which leave us speechless, or those which bring out a smile, give us food for thought, the motivation to do something.

  • 60.00 lei

    Not only is marketing research well within the budget of any company, it’s also a resource you can ill afford to ignore. Guerrilla Marketing Research shows how your business, whatever it’s size, can benefit from conducting focus groups and sur

  • 70.00 lei

    Comprehensive and selected product listings make this the first and last stop for a directory of quality e-commerce product locations. * High quality visual material and outstanding production values make this practical catalogue an exquisite object in its own right. * The book is complemented by a fully interactive website which will provide hyperlinks to many of the listed sites.

  • 76.00 lei

    The Intertext series has been specifically designed to meet the needs of contemporary English Language Studies. The core book, Working with Texts, is the foundation text which provides an introduction to language analysis. It is complemented by a range of

  • 80.00 lei

    Brands and branding are the most significant contributions that commerce has ever made to popular culture. But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer has never been more vital for commercial success. It will be an essential purchase for everyone in advertising, marketing and business who needs to understand why the most successful brands in the world triumph by making insiders believe in them - and consumers buy into them.

  • 90.00 lei

    Myths of PR uses popular myths about the theory and practice of public relations as a vehicle for helping startup owners, brand marketers, communications practitioners and students to distinguish between fads and tried-and-tested PR practice. Its purpose is to shatter widespread misconceptions about PR, and grant readers insights into why these myths have endured in spite of clearly demonstrable evidence to the contrary. By exploring topics that readers will relate to (though many might frequently misunderstand), Myths of PR will shed new light on essential PR methodology. From the assumption that PR is a never-ending party, propagated by the way the industry is shown in the media and entertainment, to more potentially damaging misconceptions such as the often-repeated 'all publicity is good publicity', it is an engaging, anecdotal read that offers authentic insights into the reality of PR practice from one of the brightest and most exciting young communication experts in the UK.

  • 95.00 lei

    For decades, the only way to spread the word about new products and services was to buy expensive advertising or beg the media to write positive stories. But the Internet has changed everything. Now, marketers don't have to rely on traditional and costly media campaigns to get their messages across. Instead, a World Wide Rave is enough.

  • 95.00 lei

    First published by Thames & Hudson in 2011, this is a book that no creative professional should be without. Written by one of the world’s leading advertising men, it contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal ‘Vorsprung durch Technik’, among many, many other highly successful campaigns for major brands. This revised and expanded edition discusses the changes that have taken place in the advertising industry and Hegarty’s own career since the original book was first published in 2011. One new section – ‘Why I’m now parking my ideas in a garage’ – discusses Hegarty’s new company, The Garage. In the other new section – ‘From Unilever to the UN via a llama’ – Hegarty talks predominantly about the ad he did for the UN’s ‘Global Goals for their Sustainable Development’ campaign. Table of Contents Introduction: Why Write a Book on Advertising Now? • Part 1: Ideas • Brands and Audiences • Agencies • The Creative Director • Clients, Briefs and the Power of Words Pitching • Storytelling • Truth and Technology • Part 2: The Right Place at the Right Time • From Benton Bowles to 16 Goodge Street • Saatchi & Saatchi • TBWA • BBH: The Agency in a Suitcase • First Levi 501s, Then the World • When the World Zigs, Zag Why I’m Now Parking My Ideas in a Garage • Advertising Drove Me to Drink • From Unilever to the UN via a llama

  • 100.00 lei

    According to these experts, blogs offer businesses something that has long been lacking in their communication with customers--meaningful dialogue. Devoid of corporate-speak and empty promises, business blogs can humanize communication, bringing companies and their constituencies together in a way that improves both image and bottom line.

  • 100.00 lei

    Această lucrare de referinţă conţine o amplă trecere în revistă a modalităţilor avansate de cercetare pentru adoptarea deciziilor de marketing strategic şi operaţional.
     
    Printre caracteristicile excepţionale ale cărţii se numără:
    Orientarea practică
    Abordarea în detaliu a metodologiei
    Conectarea strânsă a cercetării la problema concretă de marketing
    Modalităţi extinse de analiză
    Un registru bogat de metode de măsurare, procedee de eşantionare şi tehnici statistice, explicate simplu şi oferite gata pentru a fi folosite
     
    Petre Datculescu este doctor în psihologie, consultant de marketing şi director al institutului privat IRSOP Market Research & Consulting, întemeiat în 1990. (www. irsop. ro)

  • Pack!
    In stoc
    100.00 lei

    PACK! is a book about packaging design, that includes original packs of bottles, boxes, papers, bags, and range of products which have been designed by artists and designers worldwide. Through these pages we can find different shapes, labels, and textures to show a massive book about all that happen around the world of packaging in all fields such as technology and design, art, industrial design, packaging, graphic design, etc.

  • 102.00 lei

    According to the American Marketing Association, 80% of all new brands fail. In such a competitive environment, it is essential for brand managers to have all the information they need at their fingertips to keep their brand at the leading edge of the mar

  • Basics Advertising 01: Copywriting
    La comanda in aproximativ 4 saptamani
    104.00 lei

    This title is the first in the "Basics Advertising" series, which follows on from the successful "The Fundamentals of Creative Advertising". It highlights the importance of being able to think both verbally and visually by conveying the idea that creative

  • 104.00 lei

    In All You Need Is a Good Idea, Jay Heyman shows you how to create powerful marketing and advertising ideas that will dramatically increase sales for your business. Perfect for entrepreneurs and small business owners?or operators of any size business, for

  • 110.00 lei

    Wally Olins' fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing todays organizations, criticizes corporate misbehaviour where he finds it, praises those companies who seem to be building and sustaining brands successfully in our brave new world, and predicts the future of branding. Incisive, invigorating and visionary, this analysis of our fast-evolving global marketplace comes from the guru described by The Financial Times as the worlds leading practitioner of branding and identity. No one interested in branding, marketing, business or contemporary culture will want to be without it.

  • 111.00 lei

    Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses. The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It�s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry. Share This was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart Bruce, Rob Brown, Russell Goldsmith, Adam Parker, Julio Romo, Philip Sheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, Rachel Miller, Mark Pack, and Simon Collister.

  • AS Communication Studies
    La comanda in aproximativ 4 saptamani
    111.00 lei

    In full colour throughout and featuring new case studies, this fully revised and updated edition of the best-selling AS Communication Studies covers all aspects of Communication Studies for students of the AS and A Level AQA syllabus.

    The aut

  • 114.00 lei

    "Adland" is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. "Adland" focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, "Adland" offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.

  • 115.00 lei

    This fun and friendly book looks at real-life PR stunts that will blow your mind and inspire you to develop innovative and creative ways to get your company noticed. PR guru Peter Shankman chronicles the most ridiculous, outrageous, and possibly crazy PR stunts of all time-explaining why some work and others don't.

  • Basics Advertising 02: Art Direction: Art Direction
    La comanda in aproximativ 4 saptamani
    116.00 lei

    Basics Advertising: Art Direction is a comprehensive look at the role of the art director. It examines the key techniques, approaches and ‘secrets’ involved in the development of creative advertising concepts.
    The book emphasizes the imp

  • 119.00 lei

    Many employers complain about the poor communication skills of many young people seeking employment; and many people in employment are handicapped by the poor quality of their written work. While bad spelling, ineffective punctuation and faults in grammar

  • 120.00 lei

    Building the Agile Business through Digital Transformation is an in-depth look at transforming businesses so they are fit for purpose in a digitally enabled world. It is a guide for all those needing to better understand, implement and lead digital transformation in the workplace. It sets aside traditional thinking and outdated strategies to explain what steps need to be taken for an organization to become truly agile. It addresses how to build organizational velocity and establish iterative working, remove unnecessary process, embed innovation, map strategy to motivation and develop talent to succeed. Building the Agile Business through Digital Transformation provides guidance on how to set the pace and frequency for change and shows how to break old habits and reform the behaviours of a workforce to embed digital transformation, achieve organizational agility and ensure high performance. Full of practical advice, examples and real-life insights from organizational development professionals at the leading edge of digital transformation, this book is an essential guide to building an agile business.

  • 120.00 lei

    Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands. Sales of private labels (those owned, sold and distributed by retailers) grew globally 150% more than other brands in the year 2005, and the private label industry is now worth an estimated one trillion US dollars. Debunking the myths and looking at all possible scenarios, Private Label offers brand managers ways to view private label, not as a threat, but as an opportunity to revitalize their brands. Moreover, Private Label also suggests ways retailers can maximize the potential of their own private labels. Using research data from a range of global sources, as well as utilizing a comprehensive survey the authors carried out with Saatchi & Saatchi X, Private Label is a timely attempt to shed light on the world of private label and its impact on global markets.

  • 120.00 lei

    With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress.

  • 124.00 lei

    A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

  • 125.00 lei

    Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. "Profitable Marketing Communications" explains that marketing is about creating positive value for a

  • 128.00 lei

    A unique collection of resources for all those studying the media at university and pre-university level, this book brings together a wide array of material including advertisements, political cartoons and academic articles, with supporting commentary and

  • 129.00 lei

    Billboards have become the most creative form of advertising. This book not only looks back a the most controversial and striking ad campaigns of the last fifty years but also looks to the future, with an overview of the very latest advertising formats an

  • 130.00 lei

    More than 100 examples of big format structures, form billboards to adshels, containing some of the most creative outdoor and ambient campaigns from allover the world.

  • 130.00 lei

    Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, and company magazines and internal communications. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, "Copywriting, Second Edition" takes you through step-by-step processes that can help you to write content quickly and effectively. Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter.

  • 132.00 lei

    Living the Brand demonstrates how you can empower and enthuse your employees to create "brand champions". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals.
    This practical, inspirat

  • 133.00 lei

    Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant. Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking. It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights. Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student's marketing or business degree. Online Resource Centre and DVD: For Lecturers: Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching. For Students: Provides multiple-choice questions, web-based research activities and abstracts from seminal papers to help students test their own learning.

  • 135.00 lei

    In the 21st century, the Internet has made publishers of anyone with a laptop or mobile phone. In response many observers have said that traditional media -- defined as newspapers, radio, television, cable TV, magazines and other print publications -- are in a death spiral if not already dead. In a series of articles ranging from academic journals to popular print media, opinion surveys and government reports, Are Traditional Media Dead?, investigates this question, exploring: Does journalism have one foot in the grave? How traditional media can fight back How new media has impacted traditional media. How journalism can change to adapt to digital age? Can older media survive?

  • The Advertising Concept Book
    La comanda in aproximativ 4 saptamani
    137.00 lei

    An essential guide for students and professionals in advertising, communication, marketing and allied fields.
    In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why this book is dedicated to the first and

  • 145.00 lei

    Learn the craft of writing real world advertising. Commentary, example and advice from leading players in the advertising world offer the aspiring professional important insight and meaningful guidance. Detailed explanations outline the aims of various wo

  • 147.00 lei

    It is very interesting to see how graphic design and fashion relate. How one
 depends on the other and how they complement each other perfectly. This 
book contains a selection of brand and branding work, providing an insight
 into graphic design’s contribution to the fashion world. It demonstrates how 
the sectors harmoniously unite to create a brand and fashion image.

  • Advertising
    In stoc
    147.00 lei

    Design for advertising is huge. This book takes a look at leading advertising campaigns from around the world and the design that has made them so successful. From print to screen-based, projects are diverse in terms of both scale and budget. The author d

  • 150.00 lei

    Taking a modern European perspective, Marketing Strategies examines marketing from different angles an order to create a broader understanding of the discipline. A radical and dynamic approach to the subject is taken, in that there is no discussion of the traditional 4 'P's, as strategies are company-specific. Instead the author integrates five of the main contemporary factors that affect marketing in the 21st century: Globalisation, the Impact of Technology, Ethics, Market Orientation and Sustainability.

  • 150.00 lei

    This book takes readers behind the scenes in the world of advertising, showcasing 30 phenomenally successful campaigns from the last decade. Fascinating not only for industry professionals but for anyone with an interest in how ads are made. Technical inf

  • 150.00 lei

    Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, an

  • 150.00 lei

    Creative Advertising: An Introduction explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice. The book offers clear guidance on portfolio presentation, making contacts and skills building, on crafting ideas in copy and art direction, and on working with others in the larger creative process. It is full of advice from some of the worlds leading figures in advertising and is illustrated with numerous examples of award-winning work.

  • 153.00 lei

    Herd reveals that most of us in the West have completely misunderstood the mechanics of mass behaviour because we have misplaced notions of what it means to be a human being. With a host of examples from Peter Kay and urinal etiquette to Apple and Desmond

  • 154.00 lei

    A great introduction for retail students, this book offers a user-friendly reference guide to all aspects of visual merchandising and covers both window dressing and in-store areas. Using examples from a range of shops, from fashion emporia to small outle

  • 155.00 lei

    Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film, music videos, and computer games, the author explains the history and development of product placement, advantages of this form of brand advertising, and methods employed by different brands.

  • Marketing international
    La comanda in aproximativ 4 saptamani
    173.00 lei

  • 176.00 lei

    Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertis

  • 178.00 lei

    The study of what is collectively labeled "New Media" – the cultural and artistic practices made possible by digital technology – has become one of the most vibrant areas of scholarly activity and is rapidly turning into an established academic field, wit

  • 183.00 lei

    The pages of This is visual merchandising! are an outline, marvellously full-illustrated with magnificent photographs in colour, most of them of big size, which show all factors that a visual merchandiser or shop window designer must have present: the ele

  • 186.00 lei

    Shows how to build an independent retail brand identity to remain competitive in global marketplace. This book explains the distinction between retail brands and manufacturer brands, and assesses the increasing conflict between the two. It explains in detail the potential benefits of a retail brand for both the retailer and the consumer.

  • 186.00 lei

    A selection of the best brand design works of 2008 from around the globe, including more than 200 case studies and over 420 individual visual works, with brief texts exploring in detail the concept of each work. Featuring an international roster of design

  • Feedback
    In stoc
    196.00 lei

    Offers a selection of creative actions sent directly to an individual recipient or to a segment of the general public, with the objective of obtaining a feedback. This book features examples of direct response marketing, gathering projects from different

  • Blade
    In stoc
    198.00 lei

    This volume collects advertising from around the world. From African murals to Asian cartoons, from religious promotions to environmental installations, the range attempts to shock, to scare, to amuse. An original and eccentric reference, this book is an

  • 207.00 lei

    Disruption? It's nothing new. Just look at any of the breakthrough business ideas of the last thirty years-from Federal Express overnight delivery to Saturn's fixed sticker price-and you'll see a perfect example of the principle of disruption in action. S

  • Truth, Lies, and Advertising: The Art of Account Planning
    La comanda in aproximativ 4 saptamani
    207.00 lei

    Jay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented." A newly defined discipline that combines aspects of four traditionally

  • 210.00 lei

    If advertising is to grab people's attention, it must offer something really extraordinary. This compendium is packed with examples of eye-catching advertisements that use optical magic in order to hook the viewer, and to make sure that they give the ad that crucial second glance.

  • 225.00 lei

    Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

  • 231.00 lei

    The 22nd annual edition of the Epica Book contains more than 950 commercials, print ads, publications, internet sites, direct marketing operations, packaging design projects honored in the 2008/9 Epica awards, Europe's premier creative awards show.

  • 248.00 lei

    Epica Book 23: Europe's Best Advertising features more than 950 commercials, print ads, innovative media ideas, publications, internet sites, direct marketing operations, packaging design projects and integrated campaigns honoured in the 2009/10 Epica awa

  • 270.00 lei

    Showcasing the Golds, Silvers and other Awarded work from each of the national Awards, the Annual of Annuals provides an inspiring archive of European creativity for 2008. What's next? What issues will shape our immediate future and how will we respond to

  • 270.00 lei

    Uncredited is the first book to offer a general and historic insight into the role played by graphic design in films, from the dawn of cinema to the present day. It presents a critical analysis of the opening title sequences, thus throwing a light on the

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