How to acquire customers on the Web.

  title={How to acquire customers on the Web.},
  author={Donna L. Hoffman and Thomas P. Novak},
  journal={Harvard business review},
  volume={78 3},
  pages={179-88, 218}
Most retailers on the Web spend more to acquire customers than they will ever get back in revenue from them. Many think that sky-high spending on marketing is necessary to stake out their share of Internet space. But is it really? How do retailers know how much to pay? Consider CDnow, which has developed a multifaceted customer-acquisition strategy that reflects a clear understanding of the economics of an on-line business. At the heart of its strategy is affiliate marketing, a concept the… CONTINUE READING

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