Victus, a company that sells products to diabetics, entered the U.S. market two years ago with its nutritional supplement Enterex. The Miami-based firm was determined to swipe market share from competitors Unilever, Bristol-Myers Squibb and Abbott Laboratories. But while those big guns that possess 90% of the marketing territory spend millions on mass media advertising, Victus’ marketing is centered on its Web site.
The results, two months after the site was redesigned, are negligible
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