On Line Marketing: Segmentation and Targeted Customer Strategies for the Web

5th Apr 2001
Despite the current turmoil in the markets, the Internet and e-commerce will continue to develop as a significant communication and distribution channel. The best practice marketing and analysis techniques required to inform and support sustainable business performance are well established outside of the e-commerce environment and can be successfully adapted and adopted to suit the real needs of the sector. The long-term winners will be those organisations that become truly customer-centric and exploit technological capabilities only to the extent that they are required to satisfy the changing needs of their target markets.

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