The rapid advancement of technology has also spawned a new breed of consumers: more empowered, more curious, more discerning. In this age of information, companies should adapt by developing alternative marketing materials – based on a strategy that is less aggressive, and more inclined to informing the customer.

For example, the internet has allowed customers to access more information than ever before about products and services. More importantly, they go beyond “official” sources, suc...
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