"Web site, Web site," seems to be the magic marketing mantra every Net wannabe is chanting these days. Encouraged by dozens of born-yesterday web site providers, thousands of companies--from one-person shops to corporations that should know better--are leaping onto the Web with few specific goals and even less preparedness. One firm I know spent weeks preparing a Web site and actually launched it before it dawned on them that they needed a credit card merchant account to process orders from the site. As dozens of orders came in, our Web-happy friends found out that credit card merchant accounts can be difficult to get for firms doing business on the Web.

Another firm I know offered a discount for Web orders but didn't bother to tell its telephone operators about it. People called to check on the status of their orders and got people who knew nothing about the special deal. Many other firms are...

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