ABSTRACT
The Internet is a specific channel through which customers search for information about products, people and companies. The Internet is, in fact, a pull medium: customers search for information, while the reverse is true for media companies, which look for customers. This different approach makes it necessary to develop a good strategy for using the Internet, based on the expected wishes of customers. This strategy cannot be regarded in isolation from the company strategy (vision, image and objectives), from the marketing and sales strategy and from the IT strategy. In all cases the application of the Internet must be a part of these strategies.
