Marketing Management and Online Marketing

Paper Summary:

This paper discusses two major modifications that the business sector has been marked by, both resulting from different approaches to corporate resources and the outside environment. It specifically analyzes offline and online marketing procedures. The paper discusses the strategies that each marketing procedure must implement and their importance in today's world.

Table of Contents:
Abstract
Marketing Management
Online Marketing
Congruence of Online and Offline Marketing

From the Paper:

"A specific particularity of online and offline marketing strategies is their one-way dependency. In this order of ideas, the online marketing is dependent and cannot be implemented without offline marketing. On the other hand however, offline marketing can easily be implemented without the support of online marketing. This is generally due to the traditional and largely established characteristics of offline marketing. To better explain, offline marketing revolves around market studies of numerous elements and sits at the basis of the decision making process. The traditional collection and processing of information requires no assistance from the internet. The online marketing is on the other hand directly linked to the offline marketing as it basically does the same things, only via the internet. For instance, it advertises products and services based on the same principles as offline marketing; but does this online. Then, it promotes and sells the product and also offers customer service, just like traditional marketing; but it again does this online."

Sample of Sources Used:

• Balasubramanian, Sridhar; Konana, Prabhudev and Menon, Nirup, 2002, Customer Satisfaction in Virtual Environments: A Study of Online Investing, Management Science, Volume 49, Number 7, Retrieved from JSTOR http://www.jstor.org on January 8, 2008
• Boone, Louis E.; Kurtz, David L., 2005, Contemporary Marketing, 13th Edition, South-Western College Pub, ISBN 0324536380
• Danaher, Peter; Wilson, Isaac and Davis, Robert, 2003, A Comparison of Online and Offline Consumer Brand Loyalty, Marketing Science, Volume 22, Number 4, retrieved from JSTOR http://www.jstor.org on January 8, 2008
• Gooder, Richard Dan, 2004, Real Estate Rainmaker: Guide to Online Marketing, 1st Edition, Wiley, ISBN 0471472239
• Grossnickle, Joshua, 2002, The Handbook of Online Marketing Research, 1st Kindle Edition, MCGraw Hill Text

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