The Internet Gives Consumers An Edge In Buying

Peter Coy is ignoring the full picture in his description of companies fine-tuning their price strategies ("The power of smart pricing" Economics, Apr. 10). In this dot-com vs. bricks-and-mortar price war, price models must be calculated as revenue models to make a difference in the bottom line. It's time to realize that all vendors--those of the traditional and those of the "e" nature--must look to alternative revenue sources other than the consumer purchase price. It's time to get creative, because Internet technology gave consumers an edge in their buying power.

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