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Integrating Online and Offline Marketing Strategies - A Strategic Approach

10 Pages Posted: 15 Dec 2009 Last revised: 27 Aug 2017

Saba Fatma

Manipal University, United Arab Emirates

Date Written: September 4, 2009

Abstract

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.

Keywords: online, offline, integration

JEL Classification: M31

Suggested Citation

Fatma, Saba, Integrating Online and Offline Marketing Strategies - A Strategic Approach (September 4, 2009). Available at SSRN: https://ssrn.com/abstract=1398982 or http://dx.doi.org/10.2139/ssrn.1398982

Saba Fatma (Contact Author)

Manipal University, United Arab Emirates ( email )

Block # 7
Dubai International Academic City
Dubai, 500689
United Arab Emirates

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