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3C, Internet Dynamics and Retail: Towards a new market segmentation?

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3C, Internet Dynamics and Retail: Towards a new market segmentation?

Open access

Rechten:Alle rechten voorbehouden

Samenvatting

The Internet introduces new business choices for customer interaction. In this article we introduce two claims. Firstly, we will show that the way companies shape their customer interaction, and not their sector
or size, determine the market segmentation. Secondly, Internet dynamics and its effect on customer interaction rebalances the companies’ marketing and sales function: the Internet shortens the time window for new market opportunities and makes everyone a salesman. Therefore, traditional marketing activities become more and more part of Sales. Corporate communication and branding become more vital.

OrganisatieHogeschool Inholland
LectoraatDigital World
Gepubliceerd inEuropean Retail Digest
Datum2006-04-01
TypeArtikel
TaalEngels

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