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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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How Cyberbrands are Gaining Customer Share

There are e-businesses that continue to retain customers and attract new ones just by word of mouth alone—by excellent e-service. The market has changed from mass perspective to the one-on-one customer perspective. The Internet fosters customer share. And, the companies that realize that a transformation has occurred, and concentrate on share of customers, are much better off in the digital economy. These are the companies that will outmaneuver their online competitors.[5] Judith McGarry of Drugstore.com believes that cyberbrands are forced to realize early on that in order to survive on the Internet it’s more than a marathon; it’s a sprint to the finish line.[6] Just as for the traditional companies ...

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