Title

Integrating Traditional Marketing Channels with the Internet: How Online Marketing is Necessary to Complement Traditional Marketing Channels

Date of Award

6-2-2009

Document Type

Capstone Project

Disciplines

Organizational Leadership

Degree Name

Master of Professional Studies

Department

Leadership & Organizations

Advisor

Jerry Call

Keywords

competitive market positioning; consumer behavior; digital marketing; innovative technologies; Internet; multichannel marketing; Online marketing; print channel; Traditional marketing channels

Abstract

The traditional channels of print, broadcasting and face-to face sales were all greatly affected by the advent and subsequent rapid growth of the Internet media channel. Through the vehicle of multichannel marketing strategies, and the application of consumer behavior research, innovative and new technologies, traditional channels can successfully leverage their familiar and unique community position with the proven efficient and effective Internet channel. Discovering how these traditional channels needed to adapt and apply the superior communication and processing capabilities of the Internet in order to competitively position were revealed in this project. This perspective can help marketing managers maintain brand loyalty and, in turn, profitability in the midst of the digitally transformed marketing landscape.

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