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I found this really handy site that has information on how to increase your assertiveness and deal with bullies here:
http://www.businessballs.com/self-confidence-assertiveness.htm
The advice may not work for everyone, but it'll definitely work for a lot of case scenarios, I think. This is essential reading for anyone who wants to learn how to build up their assertiveness (ability to say what you want and need politely) and stand up to bullies.