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Shake Hands with the Brand: Crafting the Message for the Medium

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AUTHOR(S):

Kenneth M. Morris, President, Siegel & Gale

 

The Web is transforming the concept of mass communications. Illustrating his points with screens from amazon.com, Ernst & Young, American Express, and the Weather Channel, Ken Morris comments on the importance of managing the Internet rendezvous to provid

 

PUBLISHED: 1997

 

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