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Market Research

Why Marketers Need To Channel Captain Kirk

Twelve years ago, my flight home from Cleveland to San Diego was cancelled due to blizzard conditions. Continental Airlines ostensibly did me a favor by giving me a hotel and meal voucher for a Holiday Inn 30 miles from the airport. As I crawled to the hotel front desk at 1 a.m., I spotted a group of Trekkies walking in my direction.

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