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Remodelling marketing communications in an Internet environment

Jennifer Rowley (Head of the School of Management at Edge Hill College of Higher Education, Ormskirk, UK)

Internet Research

ISSN: 1066-2243

Article publication date: 1 August 2001

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.

Keywords

Citation

Rowley, J. (2001), "Remodelling marketing communications in an Internet environment", Internet Research, Vol. 11 No. 3, pp. 203-212. https://doi.org/10.1108/10662240110397017

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited