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Traditional marketing is undergoing a transformation due, in large part, to the Internet and social networks and social media. The evidence is everywhere, for example, many consumers no longer look up items in the Yellow pages; they search for them on the Internet. The power of information has tilted to the consumer, but that isn't a bad thing. Organizations that treat their customers well have nothing to fear. Those that don't will be found out, as the Internet has shown there is no place to hide in the digital age. Information is disseminated worldwide in a matter of seconds.
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