It's not just generals who fight the last war.
Executives do, too.
As executives start to struggle for supremacy in electronic commerce, many are using outmoded tactics. In particular, executives are mistakenly resorting to saturation advertising to build their brand and customer base on the Web. Because of the misguided notion that a few portals will evolve into the equivalent of the three big TV networks, some companies are absolutely fixated on them. Broadcast advertising was the weapon of the last war. It was designed to exploit television's captivating hold on viewers.