Introduction

The digital revolution has changed—and will continue to change—the way in which customers expect organizations and brands to communicate with them. Bombarding passive customers with one-way marketing is no longer acceptable. Customers want to be in a conversation. They want to be part of the brand. They want a voice—and the Internet has given it to them. The 21st-century manager must adapt to these expectations in order to succeed.

The Digital Revolution aims to provide an insight for managers into this revolutionary new medium, covering the impact of digital media on business in a logical sequence. Readers will be taken through a step-by-step guide to the key issues in the implementation of various on-line strategies and tactics ...

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