Fusion of Online and Offline Marketing - Dissertation Example

The paper "Fusion of Online and Offline Marketing" is a worthy example of a dissertation on marketing. The advancement of science and technology, especially on the grounds of telecommunication and networking, has enabled marketers to add more value for their stakeholders. The online marketing and e-commerce platforms have attracted the attention of several retailers and are being used at a global scale to foster higher sales volume and increased profitability. The use of information technology has also allowed the companies to increase their efficiency and improve their service quality, thereby strengthening their competitive advantages. However, despite the increased advantages of online marketing techniques, the firms have realized that in order to foster long-term success and increased market penetration, a combination of online and offline strategies can prove to be more fruitful to yield the desired result. It has been further identified that the use of technology to improve service quality can also allow firms to increase the level of customer satisfaction.

Objectives: The objective of this research work is to find out how the fusion of online and offline marketing can lead to organizational success. It also involves the discussion about how technology can help marketers to improve the value propositions and to add more value for the customers. The objective of the study also involves finding out how the strategies of different well-established firms have allowed them to combine online and offline strategies to foster greater value and also how they have adopted multichannel retail to attract a wider customer base. The study also seeks to offer a general recommendation for the retail firms about how they can increase their competitive advantages and the different ways in which the fusion of online and offline strategies can help them to increase their sales volume and strengthen their brand image. 

Literature Review: The study of the past literature has revealed that online marketing strategies have evolved over the years, by leveraging the rapid development of information technology and widespread usage of the internet.