Online Catalogs-What's the Message? (1,049 words)
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Using a new medium requires developing new skills and techniques. This means the medium, not the past, is the guide.
Success lies not in how to process orders, but in how to get them in the first place, and get more of them than in the past. Another key to success is learning to communicate with the customer in a different medium. This requires using what you know, backing off and studying how you can do better in the new medium.
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- People:
- Marshall McLuhan
- Places:
- Kansas City
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