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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Misconception Number 2: Having a 24/7 Web Site Allows a Company to Pay Less Attention to Consumer Needs.

This statement could not be farther from the truth. The nature of the Web as a medium is instant communication and gratification. The Internet translates into immediate two-way communication between a company and its audience. Customer service is as important in the digital world as in the real world. Neglecting clients online will drive them away, and it’s a guarantee, that with all of the choices on the World Wide Web, they will not be back to a site that neglects their interests. Customer service is built into a brand. What is expected offline is doubly important in cyberspace because of the nature of the medium and the instantaneous results ...

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