introduction:
- marketing:
  *a short definition
  
  
- alternative actions:
  *why & how
  *risks & results
  
  /actions are driven by people 
  webpeople think different
  different thoughts cause different ways to reach goals
  
  who«s the audience?
  how to reach them - how to impress them?
  how to turn them into customers?
  
  companies change their way to communicate, they turn to content providers
  with or without loosing the conncetion to the product or service itsself
  
  mission change:
  - allowing selfdynamic moves
  - willing to loose control (but controlling the arguments for it)

  
- tools:
* viral actions
* c2c(newsgroup posts)
* online gaming - cheat providing
* meta information ( meta tags)
* testimonial hypes - faked fansites

* media strategies: credibilty instead of target group/opinion leadership concepts
* rumor marketing (newsgroup posts)
* pre-crm: confusing clients & picking them up before loosing/creating use for support


- casestudies:
