Plenty of marketers pull mountains of data from the Web, such as search habits and online surveys, to figure out how to reach new customers. The assumption is that many of the retail rules that apply to physical stores don’t apply to Internet commerce, or at least not in the same way. David Bell, an associate professor of marketing at University of Pennsylvania’s Wharton School, says that’s not so. In fact, his research shows that any Internet retailer looking for customers would be wise to use some pre-Web methods. Read more...
