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In E-Commerce, More is More

Authors/Editors: Eisingerich, A.
Kretschmer, T.
Published: 2008
Type: Articles in Refereed Journals (International)
ISBN/ISSN: 0017-8012
Published by: Harvard Business Review
: 86(3), pp. 20-21

Introduction

Many business leaders, disappointed by online sales growth, see Web consumers as disloyal and unwilling to spend. But that’s because the managers are not exploiting what customers value most: engagement.