eBay says it will ramp up its spending to attract and keep more customers. The move is seen as necessary as more companies crowd into the online-auction space, but eBay still faces plenty of challenges. Among them: countering fraud on its site and fighting to stay ahead of a growing list of competitors. A new marketing alliance with Netscape, which will give the auctioneer a premium position on the Netcenter portal, is sure to help.
eBay plans to spend big on marketing
With companies piling on to the Internet auction space, eBay will launch an aggressive customer-acquisition campaign.
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