The internet and integrated marketing communications

Abstract

One popular conception of marketing is that it primarily involves sales. Other perspectives view marketing as consisting of advertising or retailing activities. For some of you, market research, pricing, or product planning may come to mind. While all these activities are part of marketing, it encompasses more than just these individual elements. The Internet is a worldwide means of exchanging information and communicating through a series of interconnected computers. While the most popular component of the Internet is the World Wide Web (www). For marketers, a number of these features offer potential, but it is the Web that has developed as the commercial component (Hughes G.&Fill Ch., 2006). Thus, we have stayed away from the technical jargon, concentrating primarily on marketing communications terms.