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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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The Morphing Marketplace

Markets and customers affect website organization, design, and navigation models. The blurring of channels and complexity of choices makes it a science to match up the right sales channel with the right market for the right customer. Channels are still evolving, but niche websites make it possible to target customers with specific products.

The marketplace and channels of distribution have experienced rapid change over the past few years. Not too long ago, traditional major channels were simple and had distinct customer bases and value propositions. The following is a list and description of major traditional channels:

Retail: Retail stores are shopped primarily by home, home office, and small-business consumers. These ...

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