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Part 2 focuses on audience development, discussing how to use search engines, directories, and online communities to help customers find your Web site, plus innovative ways that helped develop brand identity for some companies. This section also details how public relations and Web advertising are vastly different for the Internet and explains why.
Each chapter ends with a list of Web resources that you can look up to see examples of successful Web sites. All of these resources are gathered and grouped by category in an index at the back of the book. --Cristina Vaamonde
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