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Understanding the internet shopper

In: Head & Heart Management

Author

Listed:
  • Adrian Furnham

Abstract

Sales and marketing people must understand their customers. They are often engaged seriously in trying to segment those regular, irregular and non-purchasers of products and brands. They segment markets demographically and psychographically. They try to understand the motives, values and world-views of their clients. And so they should. They have to live the brand, but also get into the “mind-set” and “value system” of their customers.

Suggested Citation

  • Adrian Furnham, 2008. "Understanding the internet shopper," Palgrave Macmillan Books, in: Head & Heart Management, pages 218-219, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59831-7_83
    DOI: 10.1057/9780230598317_83
    as

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