In E-Commerce, More is More
| Autoren/Herausgeber: |
Eisingerich, A. Kretschmer, T. |
|---|---|
| Erschienen: | 2008 |
| Publikationsart: | Articles in Refereed Journals (International) |
| ISBN/ISSN: | 0017-8012 |
| erschienen in: | 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.