Study of the Effectiveness of Online Marketing on Integrated Marketing.

      Аннотация: The business environment is drastically revolving and changing, so are the tools employed in decision making process. The changing business environment requires that organisation achieves more customer satisfaction, exceeds shareholder’s expectation, integrates and harmonizes all stakeholders’ interest to remain competitive. With the growth of the internet users and applications since the last three decades, organisation has started shifting focus from offline marketing to online in reaching out to more customers. Online marketing is therefore not seen by many scholars as another form of promotional tools like advertising, personal selling, direct marketing among others but seen as a powerful medium of implementing the various marketing tools online to reach more targeted local and global audience.

Ключевые слова: online marketing, marketing, Integrated Marketing, business environment, Shareholder, Stakeholder, offline marketing, advertising, Personal Selling, direct marketing, Marketing Tools, global audience