Abstract
With the popularity of the Internet, the marketing competition has shifted from traditional media to online marketing. Online media has become a new and powerful direct marketing method, and this change has significantly impacted the choice of media by merchants in marketing. Built upon the studies on direct marketing and online media, this study adopts the framework of AIMR ITE to explore the advantages and disadvantages of online direct marketing, which shed insights for future research and development on direct marketing.
| Translated title of the contribution | An Evaluation of Online Direct Marketing Used as Marketing Communications Tool |
|---|---|
| Original language | Chinese (Simplified) |
| Pages (from-to) | 31-33 |
| Journal | Journal of Jiangxi Administration Institute |
| Issue number | 3 |
| Publication status | Published - 2011 |
Keywords
- online direct marketing
- communication tools