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...
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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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