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| Author: | Reiss, M. Koser, M. |
| Title: | Individualisierungspotenziale des E-Business |
| Journal: | Zeitschrift Führung und Organisation
2001 : MAY-JUN, VOL. 70:3, p. 135-141 |
| Index terms: | Marketing Electronic commerce |
| Freeterms: | e-commerce e-business |
| Language: | ger |
| Abstract: | Personalization and individualization of offers is employed to enhance customer value and retention. E-Business facilitates individualization of all Ps in the marketing-mix, i.e. promotion, pricing, placement and product (original in German). |
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