In Net Advertising, The Customer Is Still King

What is so fascinating about online marketing is not how the old rules don't apply, but rather how they are not applied even when they are appropriate ("Branding on the Net," Marketing, Nov. 9). Somewhere in the mad rush to advance the technology that drives the Internet, almost the entire industry has made the determination that the audience must be made to fit the technological model, when it should be the other way around.

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