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
Undergraduate Capstone Project
Degree Name
Master of Professional Studies
Organizational Unit
University College, Organizational Leadership
Disciplines
Organizational Leadership
First 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.
Publication Statement
Copyright is held by the author. Permanently suppressed.
Recommended Citation
Murray, Maureen, "Integrating Traditional Marketing Channels with the Internet: How Online Marketing Is Necessary to Complement Traditional Marketing Channels" (2009). University College: Organizational Leadership Capstones. 1.
https://digitalcommons.du.edu/ucol_orl/1