The Relationship between Online and Offline Marketing

Skender Mustafi
Lionel Jost
Tuan Nguyen


The aim of this paper is to elaborate the relationship between online and offline marketing. As fundamental research problem has been taken the spread opinion that online marketing is only providing additional instruments to the traditional framework. Therefore the marketing framework itself has been analysed and connected with popular views on different online marketing aspects. Through careful studying of marketing strategies, goals and the marketing mix the question arises, whether the online marketing framework follows the same basic mechanics as the traditional framework, which would have to be a precondition in order to extend the traditional framework with the tools of the age of the internet. For the analysis, multiple marketing functions and examples of marketing instruments have been analysed on the aspects of the compatibility to each other, of the differences, of the integration in the company and of the use and results of those activities and course of actions. Read more about The Relationship between Online and Offline Marketing