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The Relationship between Online and Offline Marketing

The aim of this paper is to elaborate the relationship between online and offline marketing. As fundamental research problem has been taken the spread opinion that online marketing is only providing additional instruments to the traditional framework. Therefore the marketing framework itself has been analysed and connected with popular views on different online marketing aspects. Through careful studying of marketing strategies, goals and the marketing mix the question arises, whether the online marketing framework follows the same basic mechanics as the traditional framework, which would have to be a precondition in order to extend the traditional framework with the tools of the age of the internet. For the analysis, multiple marketing functions and examples of marketing instruments have been analysed on the aspects of the compatibility to each other, of the differences, of the integration in the company and of the use and results of those activities and course of actions. Despite the opinions of famous authors, this paper shows that online marketing and offline marketing are neither the same nor completely different frameworks. In fact, they both follow the same super concept but differ in details of the mechanics. The examples made in this paper show, that a certain marketing activity performed online and offline, does not necessarily contribute to the same marketing strategy, goal or objective. In order to achieve an optimal integration of online and offline marketing, those differences have to be understood by the companies and the tactics need to be implemented with careful coordination. Thus, the challenge for companies is not to decide whether they want to deploy online marketing or not, but moreover to rethink the concept of marketing within the company and out on the market.

Related Papers

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. So online and offline strategies integration is a very important factor for the strategic success of any business. The benefits of an integrated online/offline marketing campaign

Online marketing, also known as internet marketing, uses interactive, virtual spaces to advertise and sell goods and services. Additionally, modern internet-based, synchronous networking technologies have contributed to the transformation of major economic industries such as marketing. Being cost-effective, fast and enjoying an incredible global scope, internet marketing has yielded tremendous gains for various businesses. This impactful, new approach, however, also includes its particular difficulties, e.g. lack of face-to face contact, privacy , and security, etc. that should be considered as part of this. The present study focuses on the impacts on marketing practice of internetfostered digital spaces and also shows the analysis of various marketing strategies that a company can use to achieve its target. The paper starts with the definition of online marketing and the examination of historical context to use online marketing; various online marketing strategies, online marketing...

International journal of scientific research in computer science, engineering and information technology

Muheet Ahmed Butt

INTERNATIONAL JOURNAL OF COMPUTERS & TECHNOLOGY

ahmet ilhan

The Internet is one of the first things leading technological developments. It provides easy accessibility to the products. These kind of developments led businesses to use the Internet intensely in marketing. Thus, online marketing has started to develop and become one of the direct marketing techniques. Online marketing provides both businesses and customers with a great deal of easiness. Companies present customers with products, services and information in an untraditional way thanks to online marketing. Moreover, customers have had the advantage of following the developments and changes, also the access to the products and services easily. Other than the power of information access of the Internet, commerce network and distribution have appeared to be very efficient. In this regard, online marketing have been considered to be one of the tools of modern marketing in terms of reaching customers.Â

Economic Analysis

Beriz Civic

Generation of quality marketing decisions necessarily anticipates existence of a developed system of marketing research. The paper assesses limits of a classic concept of marketing research and stresses specificities of online concepts. The accent is put to a role of information and communications technology and a process and organization of online concepts of marketing research. The paper also analyzes the comparison of these concepts of marketing research and underlines their complementarities and a possibility to eliminate individual limitations of each of the concepts in order to establish an effective process of marketing research with a function to support the process of generation of marketing decisions.

Rashi Saxena

Online marketing, which is also called internet marketing, involves the use of interactive, virtual spaces for the sake of promoting and selling goods and services. In fact, new synchronous, internet-based communication technologies had contributed to the restructuration of major economic sectors including marketing. Being cost-effective, flexible, and fast and enjoying an on unprecedented global reach, internet marketing has brought about different businesses incredible gains. However, this effective, new method also involves its special disadvantages, e.g. lack of personal contact, security and privacy, etc which should be taken account for. The present study, then, concentrates upon the impacts of internet-fostered interactive spaces on marketing practice. The paper starts with defining online marketing and reviewing historical background to utilization of online marketing; different kinds of internet marketing, then, will be shed light upon. The marketing opportunities stem from...

Wesley Arendse

Maria Vernuccio

Chaitanya Vyas

International Journal of Research Publication and Reviews

Ashamayee Mishra

In the pretty serious market and innovation headway with the use of internet it has moved the standard market to superior advertising technique. Virtual marketing snatch large area and in the profoundly serious market it encompasses investigating plan of motion using superior innovations which decreases cost and lengthen enterprise internationally. Today computerized advertising have a greater noteworthy extent of growing their business inner the future as consumers are undeniably steadily fulfilled by using doing net purchasing as they find advanced promoting notably greater secure than traditional showcasing. Computerized showcasing provide chance to the consumers to observe the statistics of the item gave with the aid of the company and can be prepared to do correlation as desires be, with the goal that they can recognize right to choice and can put request on every occasion 24×7 at wherever. With the refreshed improvements and increment in the use of internet commitment, interco...

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Preparing the Future Workforce in Drug Research and Development

Proceedings of a workshop.

Despite advances over the past several decades, the clinical trials enterprise has struggled to meet the needs of an increasingly diverse U.S. population. To help address this issue, a 2023 National Academies workshop sought to identify the expertise and disciplines needed to achieve the aspirations for a transformed clinical trials enterprise by 2030 and enable a workforce that can better support the evolving needs of drug R&D - one that is resilient, culturally aware, anti-racist, and interdisciplinary. The workshop, hosted by the Forum on Drug Discovery, Development, and Translation and Roundtable on Black Men and Black Women in Science, Engineering, and Medicine explored strategies to bolster workforce capacity and challenges and opportunities associated with supporting the next-generation drug R&D workforce.

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National Academies of Sciences, Engineering, and Medicine. 2024. Preparing the Future Workforce in Drug Research and Development: Proceedings of a Workshop . Washington, DC: The National Academies Press. https://doi.org/10.17226/27755. Import this citation to: Bibtex EndNote Reference Manager

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