Newbies heed Billabong lessonsPUBLISHED: 19 Feb 2013 00:30:48 | UPDATED: 19 Feb 2013 10:17:33PUBLISHED: 19 Feb 2013 PRINT EDITION: 19 Feb 2013
Niche retailers have made social media marketing strategies work but are acutely aware of the pitfalls of creating cults.
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