How to acquire customers on the web

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<namePart>Hoffman, Donna L.</namePart>
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<abstract>Customer acquisition is one of the biggest challenges facing on-line companies today. Success requires a fresh approach to managing the marketing mix</abstract>
<note type="statement of responsibility">by Donna L. Hoffman and Thomas P. Novak</note>
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<topic>Marketing mix</topic>
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<topic>Marketing de servicios</topic>
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<text>May-June  2000 ; p. 179-188</text>
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