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Online Advertising: Creating a Relationship Between Businesses and Consumers

  • Herbert Kresh
  • Ashley Laible
  • Mei Lam
  • Mahesh Raisinghani
Chapter
Part of the International Marketing and Management Research book series (INMAMAR)

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.

Keywords

Online advertising Social media Consumer relationships Mobile advertising 

References

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Herbert Kresh
    • 1
  • Ashley Laible
    • 1
  • Mei Lam
    • 1
  • Mahesh Raisinghani
    • 1
  1. 1.Texas Woman’s UniversityDentonUSA

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