The Skimmer

What Would Google Do? By Jeff Jarvis Collins; 272 pages

The internet, in all its democratizing, transparent, instantly gratifying glory, is fundamentally changing the rules of business. Bloggers are usurping the role of the media élite; eBay and Amazon are forever altering the relationship between buyer and seller; a single disgruntled customer with a website can ruin a company's reputation. Google, which now handles some 70% of U.S. Internet searches and has become one of the world's most trusted brands, sits at the nexus of these changes. If beleaguered captains of industry hope to survive in the Internet age, Jarvis argues,...

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