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Study says e-commerce cutbacks may be mistake

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Valhalla, N.Y.--Marketing analysis firm Hudson River Group has issued a report that says recent moves by e-commerce firms to ditch print, broadcast and direct mail marketing in favor of Internet advertising could be a mistake. The firm said e-commerce companies often fail to measure the effectiveness of a site with only Internet advertising to support it. The report said Pets.com, Monster.com and E*Trade are examples of companies that have made a knee-jerk retreat from traditional advertising. Hudson River said companies should conduct marketing effectiveness analysis prior to making a big change in their media mix.
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