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BOOTSTRAP MARKETING

Amazon.com built its success by valuing trust

Whom can I trust? This one simple question underlies all our relationships, be they personal or business. Trust, in this sense, means confidence in and reliance on another person's good qualities: Fairness; truth; honor; or ability. It's sort of ``old fashioned'' - perhaps. But within this burgeoning, impersonal, interactive digital-business world, developing trust is a challenge for both management and marketing. Without trust there is no engagement and no loyalty from customers or employees.

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