Chapter 12. The Power of PARM: Positioning Your Business

In This Chapter

• The power of PARM

• How to position your business in the digital marketplace

• How to create a brand

• The Big 5 of branding

William James, the famous nineteenth-century philosopher, once compared the universe to a “blooming, buzzing mass of confusion.” Internet marketing can also resemble a mass of confusion to those trying to understand and use an almost infinite variety of marketing tools and tactics. Search engine submittals, placement and optimization, keyword purchases, promotional emails, text, HTML and rich media newsletters, opt-in list building, database email marketing, affiliate marketing, strategic partnerships, link exchanges, banner exchanges, newsgroup ...

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