1. The Big Picture

The Web has become one of the most powerful vehicles for marketing and communication ever created. It allows fast and easy communication with millions of customers in a timely fashion. It has transformed the speed at which companies and their brands can be created and grow. The Web has also created new opportunities for marketers to become better at their discipline. This chapter provides an overview of the changes in marketing that have resulted from the Web’s existence and then a discussion of the key guiding principles you should remember for the rest of this book.

Chapter Contents