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Job Title: Professor

WHITEPAPER: Blogging Successfully

Bob Kaplitz, ,

Blogs and other new technologies have transformed online marketing and altered the way in which companies communicate with existing and prospective customers. Deployed correctly, blogs are a powerful tool in the battle to win and retain the attention of u ...

WHITEPAPER: Simply Better

Patrick Barwise, ,

Executive Summary Professor Patrick Barwise of London Business School explores what really makes businesses stand out from the crowd. He argues that, rather than having to offer something unique to attract business, customers generally buy the brand t ...