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Marketing Tools Customers benefit from online marketing in many ways. It is interactive, immediate and provides access to an abundance of comparative information about products, companies and competitors. Marketers also benefits from online marketing. For them, it helps consumer relationship building, reduces costs, increases efficiency, provides more flexibility and is in the form of the Internet, a global medium that enables buyers and sellers in different countries to interact with each other in seconds. Marketers …

…tools include free shipping, return policies that allow customers to return merchandise at their bricks and mortar outlets, newsletters, message boards, affiliate programs, banner and pop-up ads, and webcasting. To be successful, these companies have found the proper mix for them. References Abebooks.com, Company Information. Retrieved November 15, 2004 and December 6, 2004 from http://www.abebooks.com/ BarnesandNoble.com (2004). Retrieved December 5, 2004 from http://www.barnesandnoble.com The Direct Marketing Association. Retrieved December 5, 2004 from http://www.the-dma.org/