TY - GEN
T1 - Internet marketing communications
T2 - IFIP TC8/WG8.4 2nd Working Conference on E-Business: Multidisciplinary Research and Practice
AU - Lawton, Brett
AU - Gregor, Shirley
PY - 2003
Y1 - 2003
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84904352638&partnerID=8YFLogxK
M3 - Conference contribution
SN - 9781475764932
T3 - IFIP Advances in Information and Communication Technology
SP - 239
EP - 257
BT - Seeking Success in E-Business
PB - Springer New York LLC
Y2 - 9 June 2002 through 11 June 2002
ER -