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Harnessing the Internet

How Customers Can Turn the Web from Threat into Opportunity for You

FIRMS THAT KNOW how to create an effective Web presence, one that attracts buyers and provides them with value when they’re searching online, have a distinct advantage in today’s market and into the future. As we’ve seen, it’s the Internet and its myriad connections that customers will consult before they even think about buying from you.

Fortunately, as demonstrated in the last chapter, firms have precisely the resources they need to create powerful marketing gravity on the Web: internal subject-matter expertise, along with customers who have compelling stories to tell. Because, contrary to conventional wisdom, the Internet is not drowning in information. ...

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