Martha G. Russell is Founder and Presdient of Clicklin Research. She is Assistnat Dean for Technology in the College of Communication at the University of Texas at Austin and teaches an online course in "Marketing Strategy and Practice" for Capella University. She may be contacted at mrussell@clicklinresearch.com

All Papers from Martha G. Russell:

 Using Online Research to Optimize Customer Value
The online customer relationship contributes to the lifetime value of customers by reducing acquisition costs, increasing sales, extending the customer life cycle, and strengthening customer retention. For this to happen, the Web site must work for the company and the customer.
CRM Project Volume 1, January 15, 1999