Much has been written, rewritten – ad infinitum, about the Internet as a medium of the future. Despite a variety of views being expressed on this subject, almost all analysts agree that the Internet’s true power stems from its inherent (two-way) interactive nature. From a company’s perspective, the Internet is the single largest (worldwide) community of consumers talking – talking to each other, talking about their various interests, experiences – talking to an organisation/ company or its competition – the list is endless.

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