Chapter

Relationship Building in the 21st Century: The Internet and Beyond

Lois K. Geller

in Response

Published in print November 2002 | ISBN: 9780195158694
Published online October 2011 | e-ISBN: 9780199849420 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195158694.003.0014
Relationship Building in the 21st Century: The Internet and Beyond

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This chapter emphasizes that individual customer relationships are the real future of Direct Marketing. It points out effective techniques in building future customer relationships one at a time and explains the intricacies of keeping customers and how to do these methods online.

Keywords: Direct Marketing; relationships; techniques; customers

Chapter.  10347 words.  Illustrated.

Subjects: Business Strategy

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