Until recently, Scott Arledge was a senior vice president at PharMerica in
Tampa, Fla., where he was responsible for more than 2,500 employees and oversaw
much of the company's day-to-day operations. On March 9, 2007, Arledge resigned
to take a job as a vice president with Omnicare, PharMerica's primary
competitor. According to PharMerica's version of events, its former employee
permanently deleted more than 475 files from his work computer two days before
his resignation.
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While some in the search marketing industry debate the linkability of even the
most unsexy Web sites—and by "unsexy", they often mean "small business"—there's
an important element missing from the discussion: return on investment. Nearly
every business, big or small, unsexy or not, can come up with something that's
unique and linkworthy—something that will play well on Digg, YouTube, or
whichever social media site offers the best audience fit.
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People who use the Internet to read the news have a greater attention span than
print readers, according to a U.S. study that refutes the idea that Web surfers
jump around and don't read much. The EyeTrack07 survey by the Poynter Institute,
a Florida-based journalism school, found online readers read 77 percent of what
they chose to read while broadsheet newspaper readers read an average of 62
percent, and tabloid readers about 57 percent.
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As click costs rise, many companies who are already investing in active pay per
click marketing campaigns are looking toward hiring a search engine optimization
company to supplement their marketing portfolio in order to increase their
exposure and reduce their advertising spend. It is important to recognize the
innate differences in pay per click campaigns and search engine optimization
when trying to quantify results.
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Web 2.0 is the name given to the post dot-com boom and bust of Internet growth.
Companies such as eBay, PayPal and Amazon have proven that business can be
conducted on the Web and it can be profitable. Internet growth and business
management in the post dot-com bust world can be described in one word:
Collaboration. Here's how to tap into this Internet boom you’ve got to learn how
relationships are built online and capitalize on it.
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