Online marketing and communications in global business: How the internet is redefining how businesses access consumers

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Through marketing – both firm and customer-generated – and opening communication between the brand and consumers, customers will feel far more confident in purchasing online.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2022), "Online marketing and communications in global business: How the internet is redefining how businesses access consumers", Strategic Direction, Vol. 38 No. 9, pp. 36-37. https://doi.org/10.1108/SD-08-2022-0077