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B2C Internet Marketing

P/M/109. Dissertation. How effective is Internet as a tool for building and sustaining offline brands equity

WORDS:: 12000
DATE:: 2003
PRICE:: 129.99 GBP

This dissertation looked at the Internet as the medium to help companies build and sustain their brands. Extensive literature review analysed the history of Internet development, ability of Internet to fulfil business objectives, the Internet's ability to build and sustain brand equity, problems of online brand building and threats posed by online branding. Primary research consisted of Interviews with companies. Conclusions of the research indicate that the Internet seemingly does have the potential to effectively build and sustain bricks and mortar brands by adding value to brand awareness, image and loyalty, although not to its full potential due to limited technology and current mindsets

KEYWORDS: dissertation, effective, internet, tool, building, sustaining, offline, brands, equity,