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This document discusses memes and their role in marketing. It defines memes as units of cultural information, like ideas or behaviors, that are spread between people through nongenetic means like imitation. Memes propagate themselves across populations similar to how genes spread. The document uses Richard Dawkins' concept of the meme to explain how brands function as memes, with clever ideas and behaviors that spread from person to person. It proposes that viral marketing campaigns can help products and ideas spread like memes through social networks and technology.Read less