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Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.

Howard Schultz
Thinking, People, Training
"Howard Schultz, CEO, Starbucks". Interview with Andrew Stevens, edition.cnn.com. December 28, 2007.
Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.