Beyond Behavioral Bounds

Court, David; Dayal, Sandeep
September 2002
Marketing Management;Sep/Oct2002, Vol. 11 Issue 5, p28
Signing up the first wave of customers on the Web was the easy part. Marketers today, however, face the challenge of falling Web usage and customer acquisition rates. Clearly, spending tons of money on advertising and giving away freebies didn't work. So what's keeping consumers from signing up to buy online in droves? The answer may lie somewhere at the intersection of marketing and behavioral psychology. INSETS: Executive briefing;10 Truths About Online Shoppers.


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