Integrate the Web as part of a coherent marketing strategy, for research, as a marketing tool, or both. A Web presence is expected of many companies today, but it's not a panacea for marketing difficulties. A badly executed site can create more problems than it solves. But even without your own site, Internet access will give you email, and admission to a vast information resource for next to nothing. So research the Internet using the techniques outlined below before deciding how your presence will benefit your business.
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