Sales of isotonic drinks have grown by leaps and bounds ever since they were introduced in 1967, and most of those sales can be chalked up to the originator, Gatorade, which still dominates the market. The pleasantly surprising thing for retailers is that both the leader and its challengers have maintained aggressive marketing policies by continuing to introduce new products and break out new advertising, which keep pushing the sales upward. The challengers, who are still only making slight ...

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