How to acquire customers on the web
<?xml version="1.0" encoding="UTF-8"?><modsCollection xmlns="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-8.xsd">
<mods version="3.8">
<titleInfo>
<title>How to acquire customers on the web</title>
</titleInfo>
<titleInfo type="alternative">
<title>Harvard Business Review</title>
</titleInfo>
<name type="personal" usage="primary" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080194772">
<namePart>Hoffman, Donna L.</namePart>
<nameIdentifier>MAPA20080194772</nameIdentifier>
</name>
<name type="personal" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080172893">
<namePart>Novak, Thomas P.</namePart>
<nameIdentifier>MAPA20080172893</nameIdentifier>
</name>
<typeOfResource>text</typeOfResource>
<originInfo>
<place>
<placeTerm type="code" authority="marccountry">usa</placeTerm>
</place>
<dateIssued encoding="marc">2000</dateIssued>
<issuance>serial</issuance>
</originInfo>
<language>
<languageTerm type="code" authority="iso639-2b">eng</languageTerm>
</language>
<physicalDescription>
<form authority="marcform">print</form>
<form authority="marccategory">microform</form>
</physicalDescription>
<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>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080593483">
<topic>Servicio al cliente</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080586546">
<topic>Nuevas tecnologías</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080547738">
<topic>Internet</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080566340">
<topic>Marketing mix</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080607104">
<topic>Marketing de servicios</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080611262">
<topic>Investigación comercial</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080590413">
<topic>Diseño de productos</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080602406">
<topic>Marketing estratégico</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080589370">
<topic>Calidad de servicio</topic>
</subject>
<subject xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080595296">
<topic>Comercio electrónico</topic>
</subject>
<classification authority="">922.112.1</classification>
<relatedItem type="host">
<titleInfo>
<title>Harvard business review</title>
</titleInfo>
<originInfo>
<publisher>Boston</publisher>
</originInfo>
<identifier type="local">MAP20077100345</identifier>
<part>
<text>May-June 2000 ; p. 179-188</text>
</part>
</relatedItem>
<recordInfo>
<recordContentSource authority="marcorg">MAP</recordContentSource>
<recordCreationDate encoding="marc">000912</recordCreationDate>
<recordChangeDate encoding="iso8601">20220901133836.0</recordChangeDate>
<recordIdentifier source="MAP">MAP20071501047</recordIdentifier>
<languageOfCataloging>
<languageTerm type="code" authority="iso639-2b">spa</languageTerm>
</languageOfCataloging>
</recordInfo>
</mods>
</modsCollection>