Communication

Logman (1996) points out that, especially in today's rapidly changing business environment, customers may have different information needs. Some may want to be informed about new product versions, whereas others are interested in information about possible upgrades of old product versions. Price-sensitive customers may be interested to some extent in promotional information, whereas quality-sensitive customers may be interested in product information.

To meet these individual information needs, a firm can either communicate directly to customers and adjust its information (such as through direct mail) or it can offer a customizable information network that allows customers to find the desired information easily. The World Wide Web is the most salient example of the latter framework, with customers selecting from corporate Web sites the information that is particularly relevant to them.