Customer/Brand Loyalty in an Interactive Marketplace
本文论证了在互动市场中，应以共享价值观和互惠为基础构建顾客关系，并提出了一个规划矩阵，通过案例加以说明。
<h3>ABSTRACT</h3> The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A planning matrix is presented and illustrated with a case example.