Online marketing and communications in global business : How the internet is redefining how businesses access consumers

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Through marketing – both firm and customer-generated – and opening communication between the brand and consumers, customers will feel far more confident in purchasing online. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.