This week's Weekly Guerrilla can be found by clicking here . Guerrillas treat marketing as a key business function that encompasses everything the company does, from the way it makes and packages products to the look and attitude of its employees. I'm constantly amazed at people who think the Net offers some kind of shortcut to marketing, as if computers and networks will handle the marketing for you.
Many people think that putting up a Web site is the beginning and ending of their Net marketing job.
An effective presence on the Net is not something you can buy off the shelf. The Net is not magic. Hiring an outsider to handle all your Net marketing tasks for you is like handling all your telephone marketing with a recorded message and an auto-dialer. Unless you do the work yourself, you have no chance of developing the personal relationships that will ultimately produce long-term customers. Only you and your employees can properly represent your company, because only you and your team know your business.