William L. Fuerst

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A one-to-one marketing paradigm has emerged that suggests organizations will be more successful if they concentrate on obtaining and maintaining a share of each customer rather than a share of the entire market, with information technology (IT) being the enabling factor. This paper presents four key elements that provide the necessary steps that allow an(More)
Although interface metaphors are used extensively in user interface design, there is an increasing need to identify and develop more effective metaphors. This need arises from the fact that information technology is being utilized by a wide variety of users (e.g., customers) who interact in a number of different domains (e.g., electronic commerce arena).(More)
MIS managers generally have not slressed Ihe marketing aspects of their operations. A more widespread concern is with the shortage of systems analyst and programmer resources. In an effort to learn how one group of MIS managers views their marketing responsibilities and practices in a shortage era, a study was conducted and the results were used lo describe(More)