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2018 | OriginalPaper | Chapter

4. Online Advertising: Creating a Relationship Between Businesses and Consumers

Authors : Herbert Kresh, Ashley Laible, Mei Lam, Mahesh Raisinghani

Published in: Global Business Value Innovations

Publisher: Springer International Publishing

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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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Title: Online Advertising: Creating a Relationship Between Businesses and Consumers
Authors: Herbert Kresh
Ashley Laible
Mei Lam
Mahesh Raisinghani
Publisher: Springer International Publishing
Book: Global Business Value Innovations
Print ISBN: 978-3-319-77928-7

Electronic ISBN: 978-3-319-77929-4

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-3-319-77929-4_4