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Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing by Jason Burby, Shane Atchison

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10FRAMEWORK FOR INNOVATION

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DON’T BEFIDDLER DICK

Imagine you’re a recently minted travel agent in 1996. You love your profession, you love helping people, and you think you’ll be putting them in spacious hotel rooms and cramped plane seats forever. But within five years, travel sites like Orbitz and Expedia have taken away your job and transformed your industry.

Stories like these put us into panic mode. What if our field is the next to be wiped off the map? What unseen danger is stalking my business? What can I do about disruptive change? If ...

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