Judy Kincaid

By Judy Kincaid Because so many customers are adopting the Web to transact business, e-commerce is exploding. Online sales to consumers is projected to reach $184 billion in 2004. Business-to-business online sales will grow at an even faster rate, and are expected to pass the consumer e-market at about that same time. Customer loyalty and satisfaction will be the differentiating factors between successful and unsuccessful online initiatives. If you're one of the many marketers hoping to move customers to the Web (after all, it's clearly the most cost-effective way to enable many sales, marketing and support activities), there are some truths

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