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| Author: | Hoffman, D.L. Novak, T.P. |
| Title: | How to acquire customers on the Web |
| Journal: | Harvard Business Review
2000 : MAY/JUN, VOL. 78:3, p. 179-188 |
| Index terms: | Electronic commerce Internet Marketing Advertising Budgeting Case studies Retailing Companies USA |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | Customer acquisition is one of the biggest challenges facing on-line companies today. Success requires a fresh approach to managing the marketing mix. Here is how one company does it. |
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