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Traditionally, organizations have relied on news media and advertisements to transmit their stories to the customer. Naturally, the use of intermediaries can pose problems. For example, news stories, not reported as envisaged, can result in the customer receiving a distorted, unintended message. When dealing with the Pentium hullabaloo, Intel's CEO Andy Grove used the Internet to communicate directly with customers by posting its press release to its Web page, as does Reebok.
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