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Among the many points that Aldrich covers is the idea that businesses must abandon their traditional command and control structures. Because today's consumers want quality, customisation, and richer information around products and services, managers must learn to forego the "accountant mentality", and empower employees, giving them a mandate to experiment and try new ideas. He writes that companies "must leverage the entrepreneurial capabilities of its employees…because they create the intellectual assets from which customers increasingly derive value".
Other areas that Aldrich touches on include everything from supply-chain and knowledge management to consumer behaviour and privacy concerns. Any manager looking for a comprehensive and practical understanding of the new digital marketplace will find that Mastering the Digital Marketplace covers the territory. --Jake Bond
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