build it, and they will come

Hendrix, Philip E.
December 1999
Marketing Management;Winter99, Vol. 8 Issue 4, p31
While the Internet is creating radically new paradigms for e- commerce, marketing in particular is undergoing a transformation. Many businesses are recognizing and harnessing new ways to create and deliver goods and services to consumers, and the most innovative companies have reengineered the consumer's experience so that shopping is no longer time-consuming and onerous. Other leaders are challenging traditional practices and leveraging powerful tools that dramatically improve the productivity of marketing communications, advertising, and pricing. Indeed, traditional businesses that fail to recognize and respond face significant risk.


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