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Unlearn what you have learned.(after thought)
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EContent
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September 1, 2008
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Copyright informationCOPYRIGHT 2008 Information Today, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The techniques that lead to marketing success online are dramatically different than traditional marketing taught in school or that you've likely learned on the job. In fact, to succeed with web marketing, your existing knowledge about advertising and public relations will be counterproductive.
My friend Steve Johnson reminded me of this quote: "You must unlearn what you have learned." Yoda says that in Star Wars: Episode V--The Empire Strikes Back.
You must unlearn what you have learned about advertising and PR. Effective online marketing is not about buying access through advertising or begging the media to write about your company and its products and services. ...
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