Holding on to your customers

Abstract

Declares that the Internet has changed how companies impart information to potential customers, as companies can now reach large numbers of people with lots of information designed individually for them. Looks at competing on reach, relationship and richness. Confirms the clear message to suppliers is to retain control of the purchase decision. Concludes conventional wisdom about the Internet is dating even as it reaches print!

Citation

Kippenberger, T. (2000), "Holding on to your customers", The Antidote, Vol. 5 No. 5, pp. 21-23. https://doi.org/10.1108/EUM0000000005385