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The Retention Iceberg -- From The Customers On The Line Series (PDF download)

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Theodore Kinni has been a keen observer of Internet trends; in fact, over the last few years, his thoughts on how e-Business has evolved has prompted Kinni to write a series of quick, to- the-point e-Docs (e-Biz BYTES) on how customers and shopping have been impacted by online trends. Eight of his e-Docs deal with the subject of customers buying goods online. In this document, Kinni notes that success on The Internet is more than getting new customers. As in traditional businesses, the key is to keep customers you already have. Even in the e-World, says Kinni: "It is harder and more expensive to get a new customer than to build your business with an existing one." Kinni has authored or co-authored Future Focus: How 21 Companies Are Capturing 21st Century Success; 1,001 Ways To Keep Customers Coming Back; and Ayn Rand And Business.

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