Channel Crossing: Guiding Customers to Web Sites
How multichannel merchants guide customers to Web sites.
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When direct marketing companies first invested in the World Wide Web, creative strategies and marketing budgets for online and off-line operations were segregated.
Some executives believed the new medium required different marketing strategies and personnel, while others wanted to keep staffers and budgets detached, facilitating a lucrative Web spin-off.
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Kelly J.
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