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In this illuminating book you'll learn why:
? Building brandwidth isn't about being trendy. It's about closing the sale online and using some of the back-to-the principles of e-merchanting to do that.
? Everything you knew about mass marketing is over. Today, customization rules, and that means customer-ization rules.
? Customers don't care if your Web site has the coolest technology-they want to know how it can do something for them that they need or want and how it can do it differently than any other site.
? Creativity isn't about being obscure. Creativity means doing the hard work of communicating whatyour business can do that the competition can't.
? What applies to e-companies now applies to all companies. The new and old economies have fused into one hypercompetitive transformed economy.
Building Brandwidth is the user's manual for anyone doing business on the Internet. This indispensable guide to making money and coming out on top will help you close the sale online in these fast-moving, make-or-break times when every e-commerce venture is desperately fighting to stay afloat.
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