Perspective Chapter: The Transition from Offline to Online Marketing Strategies to Build Brand Equity
The chapter discusses a paradigm shift from offline to online marketing strategies that organisations may employ to build customer-based brand equity. The rationale for online marketing is fully discussed in the chapter. This chapter considers how business practitioners would select best fitting str...
Guardado en:
| Autor principal: | |
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| Formato: | Capítulo de libro |
| Lenguaje: | inglés |
| Publicado: |
IntechOpen
2022
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| Materias: | |
| Acceso en línea: | https://www.intechopen.com/chapters/82276 |
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| Sumario: | The chapter discusses a paradigm shift from offline to online marketing strategies that organisations may employ to build customer-based brand equity. The rationale for online marketing is fully discussed in the chapter. This chapter considers how business practitioners would select best fitting strategies to build brand equity. The chapter discusses among others the virtual presence, the marketing activities, the product, the price, and the distribution strategies. In addition, online strategies to enhance brand awareness and image, elicit a brand response and increase brand resonance are discussed. The chapter will include strategies that are contextual to developing economies. |
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| ISBN: | 978-1-80355-999-5 |
| DOI: | 10.5772/intechopen.105483 |