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	June 20, 2008 Online Shopping Exploiting Online Influence on SMBs' Off-line Purchasing by Sonal Gandhi with Bailey Liackman, David Daniels

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Executive Summary

For every $1 online users spent online in 2007, they spent roughly $6 on off-line purchases that were influenced by online research. Online research has considerable influence on small and midsize businesses' (SMBs) off-line purchases as well.

Key Questions

• To what extent do SMB decision makers research off-line purchases online?
• What online resources do SMB decision makers find most useful when researching off-line purchases?
• How can marketers take advantage of SMB decision makers' online research behavior?

This is an excerpt

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