TITLE

Combining on-line and off-line marketing strategies

AUTHOR(S)
Kumar, S. Ramesh
PUB. DATE
November 2001
SOURCE
Ivey Business Journal;Nov/Dec2001, Vol. 66 Issue 2, p14
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Describes a practice-oriented model that could enable marketers achieve the goal of combining online and off-line marketing strategies. Factors to consider regarding online marketing; Framework for combining strategies; Classification of consumers.
ACCESSION #
6764761

 

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