Master Thesis Online
The importance of a multichannel marketing strategy for an online information business
Massa, Albert 
Promotor(s) :
Blavier, André
Date of defense : 5-Sep-2018/11-Sep-2018 • Permalink : http://hdl.handle.net/2268.2/5757
Details
| Title : | The importance of a multichannel marketing strategy for an online information business |
| Translated title : | [fr] L'importance d'une stratégie marketing multichannel pour les business d'information en ligne |
| Author : | Massa, Albert
|
| Date of defense : | 5-Sep-2018/11-Sep-2018 |
| Advisor(s) : | Blavier, André
|
| Committee's member(s) : | Ghilissen, Michael
Hosay, Nathalie
|
| Language : | English |
| Number of pages : | 99 |
| Keywords : | [en] multichannel marketing, online information business, marketing, motivations, consumer motivations. |
| Discipline(s) : | Business & economic sciences > Marketing |
| Target public : | Other |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences de gestion |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] Thanks to the advance of technology and the Internet, a new type of business emerged, online information businesses. Due to the relative recency and rapid propagation of this new business, next to no literature is available on the subject. This study aims to test several theories from the literature on multichannel marketing and find out if they apply to online information businesses. Through surveying 188 online information consumers and 226 online information businesses, we identify the gap between the literature and current practice. Moreover, some unforeseen but interesting elements arose from the result analysis.
File(s)
Document(s)
Thesis Albert Massa - Final.pdf
Description:
Size: 2.64 MB
Format: Adobe PDF
Annexe(s)
Appendices.pdf
Description:
Size: 1.3 MB
Format: Adobe PDF
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