FOREWORD
Imagine marketing as a lot of Lego blocks. Any company’s marketing strategy is constructed by bolting together some of these Lego blocks. A small and inexperienced company may use only a few, like direct mail and the Yellow Pages, the equivalent of a tiny building. A sophisticated company will construct a large marketing strategy building with several stories and many rooms named TV, radio, Internet, and so on.
When a new technology comes along, as personal computers did in the 1970s or the Internet in the 1990s, the building owners wonder whether it will be of any help to them. The bigger ones will generally be the first to try the new technology, since they have the experts who can figure out how to use it. But there is always a problem. ...
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