Why this research has been undertaken?
Abstract
Introduction: Introduction to Digital Marketing
Background Of Morrison
Aim: To establish the extent to which digital marketing enhances business performance in the UK
Objectives:
a) to discuss the reasons for Digital Marketing and evaluate its effects in retail business.
b) To undertake a review of current academic Literature surrounding Digital Marketing in the UK
c)Utilize Primary research to asses the process for Digital Marketing at Morrison
d) To draw conclusions and make recommendations for the costs and benefits of Digital marketing to Morrisons
Research Questions:
a) Can effective development of Digital Marketing lead to improved business performance at Morrisons
b) (please add a second research question here)
CHAPTER 2) LITERATURE REVIEW
-Consumer behavior
-How Digital marketing affects consumer behaviour
-Effective marketing management
-Managing the digital offer
-Morrisons- late entrance into Digital marketing
-Future Developments
