Weighing Online Marketing Benefits

Baker, Cass
May 2005
Multichannel News;5/23/2005, Vol. 26 Issue 21, p91
Examines the benefits of online marketing for cable products and service providers and customers. Link between consumer behavior and brand marketing efforts; Advantages of online research to marketers; Factors that need to be considered in interpreting consumer behavior based on purchase or online searching.


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