Adlinks: Beyond Ebay

Many companies have decided not to emphasise direct selling and instead employ other Internet marketing approaches.

Beyond Ebay:  Theres more to marketing on the Web than e-commerce

Rishad Tobaccowala

INTRODUCTION

Experiencing the emergence of holiday shopping online, witnessing the explosive growth in business-to-business commerce, and listening to industry gurus debate the merits of 'pure plays' versus 'click and mortar' commerce models, one could be forgiven if they equated Web marketing only with e-commerce.

Or as a client once said, 'I assume that I cannot market on the Web since I do not sell online?'

Wrong. Selling online is not a prerequisite for marketing online. Many companies have decided not to emphasize direct selling, and...

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