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CNN Money

Shoppers may be out in full force this Black Friday. But there aren't enough Star Wars toys, 4K TVs, PlayStation 4s and Beats headphones on the planet to push most major retail stocks into the black anytime soon.

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This is the kind of engagement--a mutually beneficial give and take with media outlets--that results in great publicity for your products, and that in turn brings you more sales and greater investment.

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