Borders.com has not lived up to the market's potential. Why? - Borders' failure on the web is due to a lack of promoting and positioning says Steven Cody, managing partner of Peppercom.

So, you're the Borders Group. The second largest bookseller in the country. With stores in all 50 states. And 1997 sales of $2.6 billion.

Intent on capitalizing on the growing wave of online book sales, you decide to play catch-up with Amazon.com and Barnes & Noble by establishing a ...