According to the advertising playbook, teens would prefer to not receive information over the internet, but would generate and share it among their peers. The internet is also not viewed as technology, but as a behavior of success. Digital media is what will be the future of direct marketing. On- line advertising is valued most for its clicks that is being generated from customers that due click on the advertisements.
When discussing customer relationship, the customer must first recognize the firm. Customers then should go and explore the firm. They must go and gather information about them b/c this is what determines if repeated transactins will occur. When repeated tranactions takes place, the customer feels a sense of committment with the firm. They both feel obligated for each other. A total loss of committment leads to a dissolution.