Chapter 2. Making the Transition to the Internet

Objective

A quick tour for marketers to consider a few key complexities of making the transition to the Internet, including:

  • A transition that supports the brand

  • Ongoing battles over Internet commitment

  • Growing statistics that reinforce the commitment

  • Devoting dollars to the Internet

  • Industries taking the plunge

  • Internet issues that turn into opportunities

  • The smooth transition of the brand

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