A New Theory of Branding for the Online Environment?

This seminar paper explores the intersection of offline and online marketing strategies, highlighting their significance in contemporary business economics. It examines the effectiveness of various marketing approaches, analyzing how they can be integrated to enhance overall marketing performance. The research, conducted at the University of Teesside, offers insights into the evolving landscape of marketing and provides a comprehensive overview of best practices in both realms. The paper is well-researched and presents a compelling argument for the synergy between traditional and digital marketing methods.