by Arthur Goldstuck
From On the Internet, July/August 1998
abstracts prepared by Hugh Fisher

Goldstuck discusses ways for established businesses to stake out an online presence. Rather than making a website that focuses on the corporation itself, he suggests making sure that your Internet presence focuses on products and services - and how customers can benefit from online interaction with you.

In this article, various companies' and publications' Web presences are compared and contrasted, showing how and where different organizations have succeeded and failed in their attempts to establish customer bases in the new medium. A well-planned and strategic approach can lead to profits and increased loyalty; a poor Web presence can erode the goodwill a company has already built in the market. This article's discussion of online successes alongside "the most dramatic examples of wastage of resources in the history of marketing" can help you prevent mistakes as you consider bringing your company into the world of the Internet.

http://www.isoc.org/oti/articles/0798/goldstruck.html

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