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While never a particularly enjoyable time for consumers, tax season has become fascinating from a marketing perspective, as do-it-yourself software brands have made an aggressive play for customers of the big brick-and-mortar chains.
Though the category has been competitive for some time, 2013 is turning into an especially nasty year. In the fight for market share, the gloves are off.
Intuit-owned TurboTax threw the first punch on Jan. 21, with TV spots featuring a ditsy fashion model and Bob the plumber, both of whom moonlight at the “tax store.”
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