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Cybermarketing, 2nd Edition by Upkar Pardesi, Matthew Bickerton, Pauline Bickerton

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The Internet is no longer new. Most firms use it as an indispensable communications tool. It is an established focus of advertising spending. It is the biggest growing channel for sales and investment in any marketplace. Internet start-ups have become established companies, and the big players from the ‘real world’ have moved online. The once unexplored land has been colonized, and the rules of this new territory have started to become defined.

Since the first edition of Cybermarketing set out the core principles that would guide marketers as they went online, we have been learning from hundreds of companies as they started to market using the Internet. We believe that the experiments and successes of these early users have ...

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