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Purpose and benefits

The economy is increasingly dominated by information-based products and services. There has been a tendency to believe that companies can ignore the old rules of economics and substitute new ways of marketing and doing business. The authors urge a more cautious approach, explaining that the basics of business have not changed. However, the existing rules need to be adapted to the new marketplace. They offer practical advice, backed by case studies, on ways to develop strategies for the new economy that are based on sound business principles.