Embracing Paradigm Shifts

Heather Shirley

The author, manager of Internet Marketing at Bayer Consumer Care, identifies four fundamental shifts in media thinking that must be embraced to cope with the 'Internet revolution'.

Embracing Paradigm Shifts

How to utilize the evolving power of the Internet

Heather ShirleyBayer Consumer Care Division

To achieve, you need thought. You have to know what you are doing and that's real power.
Ayn Rand

These words are well heeded, but how do we gain the knowledge about a medium, the Internet, that seems too cumbersome to know? The answer is to become more open to change and embrace paradigm shifts. The Internet revolution has impacted everything from the way we spend leisure time to the way we do business, and the only constant of...

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