Online Marketing: A Boon or Bane for Business in Singapore?

Lydia Gan, Daphne Lee, Kai Lingtay and Sook Har Wai

Asia Pacific Business Review, 2005, vol. 11, issue 3, 327-347

Abstract: This paper examines the impact of e-commerce through online marketing among the multi-national corporations in Singapore. A survey was carried out to examine the differences between online and traditional marketing strategies, to explore the possibility of online marketing replacing traditional marketing, and consequently, the future of online marketing in Singapore. The findings reveal that MNCs do adopt different marketing strategies, both online and offline, in aspects of product, price, place, promotion, people, physical evidence and promotion. Results indicate that online marketing is still in its infancy in Singapore. Although most MNCs are not selling online but some plan to do so within twelve months.

Date: 2005
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DOI: 10.1080/13602380500068391

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