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...