When it comes to effective marketing, timing is everything. Car salesmen know this, as do stock market analysts, media industry specialists, documentary filmmakers, and White House political advisors. So it came as little surprise when, less than a week before the one-year anniversary of the September 11, 2001, terrorist attacks on the World Trade Center and Pentagon, White House Chief of Staff Andrew H. Card, Jr. publicly revealed a sage piece of the Bush administration’s marketing wisdom: “you don’t introduce new products in August.”1
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