MARKETING COMMUNICATIONS AND TECHNOLOGY Nobody Makes Any Money On The Internet

For most who have pioneered and tried to profit from the Internet "Gold Rush", the experience must have been an emotional journey of frustration, aggravation and the feeling of defeat; not to mention the real cost of money and opportunity. But in reality, to say one can make money on the Internet is almost the same as saying one can make money with the telephone. The truth is, the Internet is nothing but a powerful communication tool a multi-point communication channel that can accommodate real-time delivery and retrieval of verbal, text, data, video, and multimedia elements from anywhere in the world - it's just a tool. The "Killer-App" for the Web is not embedded in the technology itself, but in how you integrate the technology into your proven business model and process. If the telephone were a new and dynamic technology for business application, would you change your business into a telecommunications company? Yes you may, but most likely you would integrate the telephone technology to enhance the way you conduct your business. It also requires a commitment to changing and adopting the newway of doing business from top management down. The basics of the e-biz paradigm shift is constantly being redefined. However, to truly profit from the e-biz economy - in the short and long term - requires refinement and total rethinking of your business process.

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