Lipman Hearne Inc. This article appeared in The Journal of College Admissions , No. 168, Summer 2000, pp. The Internet and World Wide Web have fundamentally altered economic, social, and political life as we know it. Effective Internet marketing requires horizontal rather than vertical thinking. Institution-wide Internet planning is now as critical as all other operational planning.
Research is mandatory.
The medium is only as good as the message. Web sites are not brochures on a screen. Internet users have a low pain threshold. In the volatile Internet environment, competition is right next door. Finally, inadequate funding is no excuse for Internet shortcomings.