Marketing & Selling: They've Got a Secret


"That extra something" is an advertising cliché that tirelessly makes the rounds of the earth. But for dozens of worldwide businesses, the phrase has a very real and highly profitable meaning. They are the companies that have made their reputations and their fortunes with secret formulas that give their products their peculiar identity and make them difficult or impossible to reproduce. Concentrated largely in the beverage and perfume fields, they range from West Germany's original 4711 cologne, still mixed by a closely guarded, 171-year-old formula, to France's Benedictine and Chartreuse...

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