Chief Executive, January 1st, 2001
Use the Net to learn about your customers, and you might learn something about your company, too.
There's an old marketing adage about return on investment: You know you're wasting half your money, you just don't know which half.
Old, and maybe outdated, now that CEOs are beginning to recognize the marketing value of the Internet. More than any other marketing tool, the Net opens the door to identifying and communicating personally with your customers. With permission-based e-mail marketing, customers are allowing - even asking - companies to talk to them. Knowing your customers can help you...
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