You're typically going to have an IT person, a Web marketing person, a copywriter, and a business owner. If you don't sit those people down together in a conference call or the same room, and have them hash out a solution together, then it's a bad way to do project management.

It's definitely something to be concerned about. Right now it's kind of the cost of doing business with paid search.

We are taking this subset of eBay and marketing it in new ways to both existing eBay buyers and new audiences.

Everybody in the lodging business is going to benefit from the additional marketing. It should be equitable across the board.

Marketing costs are just skyrocketing, and if we don't address this we are going to put ourselves out of business.

[Bell got his feet wet in online marketing as director of retail marketing and e-business at Ford Motor Co.] My first job was to clean up the mess from the various Internet acquisitions made at Ford, ... The real gem was forddirect.com, which we were able to establish technically, and also gain the support of the dealer network via ownership and usage. In many ways, the things I learned at Ford about how they structured the Web influenced my later decisions at Daimler-Chrysler.