Essay and discussion questions

1 Explain the factors that influence the development of multi-channel customer contact strategies.

2 Compare and contrast traditional transaction-oriented marketing with one-to-one marketing using the Internet.

3 Write a report summarising for a manager the necessary stages for transforming a brochureware site to a one-to-one interactive site and the benefits that can be expected.

4 Explore the legal and ethical constraints upon implementing relationship marketing using the Internet.

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