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Building Brandwidth, Sergio Zyman

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Introduction vii

1 Now What? 1
2 e-Marketing: What Is It? Who Needs It? 27
3 e-Marketing Must Be e-ffective 37
4 Your Most Important Job Is to Build Brandwidth 57
5 What's Relevant Is Cool--but What's Cool Isn't Always Relevant 87
6 Marketing at Warp Speed 107
7 Building Brandwidth Means Building Everything 125
8 Forget Everything You Know about Mass Marketing--It's Over 153
9 To Build Brandwidth, Build on the Concepts of e-Merchanting 175
10 Brandwidth Is Allergic to Sameness 185
11 Obsolete Yourself, before Somebody Else Does It for You 197
12 Destination Is the Whole Enchilada 213

Epilogue: The Beginning of Marketing as We Will Know I     225
Index 227