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Market penetration. This strategy involves using digital channels to sell more exist-
ing products into existing markets. The Internet has great potential for achieving sales
growth or maintaining sales by the market penetration strategy. Figure 5.20 indicates
some of the main ways in which the Internet can be used for market penetration:
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Market share growth – companies can compete more effectively online if they have
websites that are efficient at converting visitors to sale and mastery of online marketing
communications techniques.
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