Business to consumer internet marketing

Ellis-Chadwick, Fiona (2009). Business to consumer internet marketing. In: Chaffey, Dave ed. Internet Marketing: Strategy Implementation and Practice 4th ed. Harlow: Pearson Education, pp. 618–647.

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Abstract

The Internet and other digital media have transformed marketing. For customers, there is a much wider choice of products, services, and prices from a variety of different suppliers. For organisations marketing products and services there are opportunities to expand into new markets, offer new services and apply new business techniques. This chapter explores the changes and impact Internet marketing on retailers and consumers.

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