Integrating Online and Offline Marketing Strategies - A Strategic Approach
Manipal University, United Arab Emirates
September 4, 2009
Online marketing has become very important over the years as a more cost effective method of doing business. However inspite of the obvious advantages of internet, traditional marketing continues to be used by majority of the businesses. More and more customers are using the internet to research products and services online which they later buy offline. Most customers compare product features, attributes and prices to get the best product at the best price. Online search helps in this process. Online and offline strategies integration is a very important factor for the strategic success of any business.
Number of Pages in PDF File: 10
Keywords: online, offline, integration
JEL Classification: M31working papers series
Date posted: December 15, 2009 ; Last revised: August 11, 2010
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