CHAPTER 10· BUSINESS-TO-CONSUMER INTERNET MARKETING
Figure 10.7Online rebate with online purchase:
Sainsbury’s online promotional offerQuestion
To what extent is the Internet a ubiquitous marketing communication channel? In other words, is it
possible for all types of companies operating in all sectors to communicate with all consumer target
markets to an equal level of effectiveness? If not, how could retailers determine how to allocate online
promotional spend?