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Remodelling marketing communications in an Internet environment

Remodelling marketing communications in an Internet environment Argues that the Internet demands a significant review of approaches to marketing communications at both the strategic and tactical levels. At the strategic level in e‐business applications the way in which marketing communication is integrated with business operations makes it difficult to continue to view marketing communications as a distinct and bounded area of activity. The level of integration of marketing communications and their role in e‐commerce depends on the stage of development of e‐commerce. At the tactical level, channel, message and audience characteristics have implications for attracting attention, cultivating awareness, and assessing the impact of communications and promotional activities. An Appendix offers an extensive list of questions for research and innovation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Remodelling marketing communications in an Internet environment

Internet Research , Volume 11 (3): 10 – Aug 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
1066-2243
DOI
10.1108/10662240110397017
Publisher site
See Article on Publisher Site

Abstract

Argues that the Internet demands a significant review of approaches to marketing communications at both the strategic and tactical levels. At the strategic level in e‐business applications the way in which marketing communication is integrated with business operations makes it difficult to continue to view marketing communications as a distinct and bounded area of activity. The level of integration of marketing communications and their role in e‐commerce depends on the stage of development of e‐commerce. At the tactical level, channel, message and audience characteristics have implications for attracting attention, cultivating awareness, and assessing the impact of communications and promotional activities. An Appendix offers an extensive list of questions for research and innovation.

Journal

Internet ResearchEmerald Publishing

Published: Aug 1, 2001

Keywords: Marketing communications; Electronic commerce; Internet

References