Title: A hybrid multichannel approach to internet marketing: think globally, act locally

Authors: Jeffrey Dilts, William J. Hauser, Douglas Hausknecht

Addresses: Department of Marketing 301 CBA, The Taylor Institute for Direct Marketing, The University of Akron, Akron, OH 44325-4804, USA. ' Department of Marketing 301 CBA, The Taylor Institute for Direct Marketing, The University of Akron, Akron, OH 44325-4804, USA. ' Department of Marketing 301 CBA, The Taylor Institute for Direct Marketing, The University of Akron, Akron, OH 44325-4804, USA

Abstract: In the year 2005, 75% of the world|s online market is expected to be from outside the USA. However, it is very misleading to think that a |one size fits all| e-Marketing mentality will be successful on a global basis. Each country and even different regions within a country manifest cultural differences on how to use the internet in making and executing purchase decisions. It is important to remember that these cultural differences are both material (purchase behaviour) and non-material (customs, attitudes and laws). Therefore, successful e-businesses will need to take the time and effort to identify, understand and integrate local cultural nuances into their plans. One way of doing this is to develop hybrid multichannel approaches that use the internet to enhance preferred local purchase decision-making and behaviour patterns. To minimise costs, while maximising the understanding of local cultures, cross-border alliances are recommended. This will allow e-businesses to grow globally while focusing on local markets in an increasingly multichannel world. Finally, it is suggested that academic researchers and applied practitioners focus their attention on the profitable role that multichannel, click and mortar approaches can play into the global marketplace.

Keywords: internet marketing; international marketplace; global marketplace; culture; promotion; hybrid marketing; multichannel marketing; e-marketing; electronic marketing; online marketing; e-business; electronic business; cross-border alliances; globalisation; web marketing.

DOI: 10.1504/IJIMA.2006.010294

International Journal of Internet Marketing and Advertising, 2006 Vol.3 No.2, pp.107 - 119

Available online: 13 Jul 2006 *

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