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VOL. 7, ISSUE 6 (2021)
A study on college students attitude towards e-marketing strategies
Authors
Anu Antony
Abstract
Promotion is no longer an activity confined to enhance the exchange of goods and services in the conventional sense, but it is a philosophy of service and mutual gain and hence the road to greater promotional consistency and better results should not be a terribly longer one. However it does require visibility and coordination between manufacturers, retailers and end users. The key to greater promotional impact for today’s business is information availability, knowledge and insight. In order to maximize promotional effectiveness, organizations need to know about what categories and what brands are being promoted, by whom, at what price points and how often they are changing. Since the exchange of business information using electronic formats are replacing traditional methods, e marketing and e promotion will continue to grow and will provide access to mass market irrespective of nationality and size of the business. The advent of digital technologies have encouraged organizations to redefine their promotional strategies, so that they can concentrate their resources on the optimal opportunities with goals of increasing sales and achieving a sustainable competitive advantage. This redefined promotional strategy mainly includes E promotional techniques, which can target company’s market more precisely and ensure better reach. Hence the focus of the study is to determine perception towards E Promotional strategies, whether the perception is influenced by independent variable like gender and income and also to determine the response of customers towards E Promotional offerings.
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Pages:11-13
How to cite this article:
Anu Antony "A study on college students attitude towards e-marketing strategies ". International Journal of Commerce and Management Research, Vol 7, Issue 6, 2021, Pages 11-13
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