We know that the marketing reality of
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Like the Yellow Pages in the off-line environment,
a buyer seeking information will end the search as soon as he/she
locates what he/she believe is a satisfactory solution. If that
satisfactory source begins with the letter A, there is little chance
the shopper will go further. When the shopper finds a phone number,
makes the call and satisfies the need, their search pretty much
ends.
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