What does ‘Scarcity to abundance’, mean?
Chapter 2: Scarcity to abundance (1 of 3)
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Chapter 2: Scarcity to abundance (2 of 3)
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How does the move from the scarcity of information, to the abundance of information, affect traditional forms of communication?
Chapter 2: Scarcity to abundance (3 of 3)
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How does the web and an individual’s ‘personal network’ interconnect?
Chapter 1: Printing press to world wide web (1 of 3)
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Marketing is… marketing. The web doesn’t really make a difference. Right?
Chapter 1: Printing press to world wide web (2 of 3)
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Given the changes that the web has brought to marketing, how has that manifested itself for the typical company?
Chapter 1: Printing press to world wide web (3 of 3)
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To an existing and successful business, with well established marketing channels, surely the web presents a frightening new challenge?
Chapter 6: Unique Selling Points to Customer Engagement Points (1 of 5)
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In the modern world of marketing, why are ‘Partnerships’ so essential?
Chapter 10: Advertisements to content (1 of 4)
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Advertisements to content What does it mean to say that all companies have become media companies?
Epilogue: Customers to communities (1 of 4)
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Why is marketing no longer ‘business as usual’ and how has it changed?
Chapter 9: Controlling to sharing (1 of 4)
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Why has information now become a commodity and why is that important?