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Consumer Power
Marketers should not cry over the power that the Internet gives consumers.
Instead, online retailers who surrender to this power, and even
facilitate it, will be those who prosper.
Consumers can
search (see Chapter 11) the Internet for the cheapest price.
Consumers can organize into virtual buying pools, a
process facilitated in the auto market by firms such as
Auto By Tel.
Copyright 1998 by Digital Springs, Inc. All Rights Reserved.
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