BEHIND THE STRATEGY

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Juan Rodriguez, marketing director for TelePizza, is knocking down the fast food competition like a row of dominoes. He's using slick marketing tricks new to Spain, Telepizza's home country-including an animated mascot in TV spots and direct marketing-to gain 40% of the home-delivery pizza market share. Mr. Rodriguez, like a fast-food Marco Polo, aims to conquer Belgium, Chile, Colombia, Greece, Mexico and Poland.
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