E*Trade has been tearing up the turf in terms of deal making. Its venture with Electronic Share Information Ltd. appears to address a number of criteria for marketing success, such as working with local firms to build brand, visibility and value added services.

Costley explains the holding company s marketing tactics include achieving good Web visibility by being simple and reliable; creating relationships by working with others, such as browser companies; building on ESI s existing base which, he claims, is adding customers at the rate of 10,000 per month.

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