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Literature Reviews Dissertations

E/M/128. Literature Review on Internet Advertising

WORDS:
2000
DATE:
2006
PRICE:
29.99 GBP

The paper reports on Internet advertising reviewing academic literature on the promotional role of the Internet, comparing it with that of traditional advertising media, and analysing the advantages and disadvantages of the Internet advertising from the perspective of strategic marketing with reference to Porter's generic competitive strategies and Ansoff's matrix.

 

KEYWORDS: Internet, advertising, Porters generic strategies, Ansoff,

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