Synopsis
Since the dotcom collapse in 2000, it has become abundantly clear that the companies that survived did so because they based their businesses on serving the needs of the customer, rather than ramping their shares with spectacular takeovers and self-promotion. Using his own experience as a model, Paul Budde describes how the Internet can be used as an effective marketing tool. Such methods as broad and narrow portals, how to get a good listing on search engines, banner advertising, effective customer relations etc are discussed.
