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Book chapter
Reference no. 2645BC
- Unknown
Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
18 pages


E-mail campaigns build customer relationships, drive sales, and begin valuable customer service when purchases have been made. Web site merchandising gives vendors a direct link with customers, eradicating the retail middlemen and retail overhead. And although snares do exist in Internet marketing, this chapter focuses on how to capitalize fully on Web-based options. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Customer relationship management; Internet; Marketing; Marketing mixes; Web-based technologies

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