Abstract
The purpose of this paper is to provide a review of creating a relationship between businesses and consumers. The paper addresses the advantages, issues, and current trends of online marketing. The findings reveal that some of the most common mediums to make connections with consumers are email, social media, and mobile advertising. In this article, the authors formulate the e-marketing strategies to build and maintain relationship with consumers in response to the current development of online marketing.
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Kresh, H., Laible, A., Lam, M., Raisinghani, M. (2018). Online Advertising: Creating a Relationship Between Businesses and Consumers. In: Arora, A., Bacouel-Jentjens, S., Edmonds, J. (eds) Global Business Value Innovations. International Marketing and Management Research. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-319-77929-4_4
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DOI: https://doi.org/10.1007/978-3-319-77929-4_4
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