Internet marketing communications: Interactivity and integration

Brett Lawton, Shirley Gregor

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    2 Citations (Scopus)

    Abstract

    This paper reports exploratory research into the role of the Internet in marketing communications and the conceptualisation of integration and interactivity in this context. Three mini case studies of large companies in the fast moving consumer good industry illustrate the application of frameworks developed for the understanding of integration and interactivity. The case studies show uncertainty about the value of the Internet as a communications channel and the use of interactive tools. The more advanced companies exhibit greater integration of communication tools, across marketing functions and across media. The interactive tools/goals framework developed shows how the more advanced companies also use interactive tools that address a wider range of human motivational goals. This framework suggests how opportunities for value-adding through interactive tools can be identified, giving a basis for further work.

    Original languageEnglish
    Title of host publicationSeeking Success in E-Business
    Subtitle of host publicationA Multidisciplinary Approach - IFIP TC8/WG8.4 2nd Working Conference on E-Business: Multidisciplinary Research and Practice
    PublisherSpringer New York LLC
    Pages239-257
    Number of pages19
    ISBN (Print)9781475764932
    Publication statusPublished - 2003
    EventIFIP TC8/WG8.4 2nd Working Conference on E-Business: Multidisciplinary Research and Practice - Copenhagen, Denmark
    Duration: 9 Jun 200211 Jun 2002

    Publication series

    NameIFIP Advances in Information and Communication Technology
    Volume123
    ISSN (Print)1868-4238

    Conference

    ConferenceIFIP TC8/WG8.4 2nd Working Conference on E-Business: Multidisciplinary Research and Practice
    Country/TerritoryDenmark
    CityCopenhagen
    Period9/06/0211/06/02

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