Can Supply Chains Replace Credit, Cash?
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By Ed Cone
Data Center Porn
Making a connection between James Bond and an underground data center.
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Book Brief: Branding Unbound
By CIOinsight
2005-07-05
Article Views: 394
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Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age
By Rick Mathieson
Amacom, July 2005
256 pages, $24.95
One of the problems with writing technology books is that the market refuses to stand still while you're writing. As a result, cutting-edge insights can seem hopelessly dated by the time your book reaches the store, 18-to-24 months after you begin. Technology writer Mathieson has that problem here. Using wireless devices to send and receive commercial messages is no longer the stuff of sci-fi movies, as he suggests here. But, inadvertently, he makes a bigger point: If your company today has not added wireless marketing to your overall approach, you are missing an opportunity in what is already an established market.
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