The Web Site as Marketing Communications Medium: A Tentative Model and Areas of Research
- ISBN-10
- 1897866690
- ISBN-13
- 9781897866696
- Category
- Communication in marketing
- Pages
- 19
- Language
- English
- Published
- 1995
- Authors
- Richard Watson, Leyland Pitt, Pierre Berthon
Get the book
Similar books
-
Conceptualising Marketing Communication in the New Marketing Paradigm: A Postmodern Perspective
By Wilson F. OzuemThere has been a lot of interest among marketing practitioners and researchers in the concept of marketing communications as related to computer-mediated marketing environments as a result of the commercialization of the World Wide Web ...
-
Introduction to Marketing
By Johan Botha, Annekie Brink, Cornelius BothmaWritten by professionals for students and entrepreneurs, this text also features international case studies, numerous up-to-date examples of the latest developments and trends in marketing, and tried and tested information that helps ...
-
Proliferation of the Internet Economy: E-Commerce for Global Adoption, Resistance, and Cultural Evolution
By Williams, Singh, Michael D.Marketers seem to forget that the Web is also a marketing communication medium and their Web site is just like an advertisement. Thus, it is important that we emphasize the importance of culture to marketers. Culture has been defined as ...
-
Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference
By Joseph F. Hair, Jr., Elizabeth J. WilsonThe evolving concept of the brand and the recent turmoil in branding earlier discussed suggest a need for changes in the way brands are managed. ... New York: The Free PreSS American Marketing Association. 1960.
-
A Primer for Integrated Marketing Communications
By Philip Kitchen, Patrick de PelsmackerBerkman, H.W. and Gilson, C. (1987), Advertising, 2nd edn, Random House: New York. De Pelsmacker, P., Geuens, M., and Van den Bergh, J. (2004), Marketing Communications: A European Approach, Pearson Education Ltd: Harlow.
-
Internet Marketing Research: Theory and Practice
By Lee, Ookmarketing scholars (Berthon, 1998, Herbig and Hale, 1997; Kassaye, 1997). Despite the often hyped strategic advantages of effective Internet marketing (O'Connor and Galvin, 1998; Rohner, 1998; Morris, et al., 1997; Hamill and Karl, ...
-
Marketing Communications Management
By Paul CopleyThis is contrary to the established idea that direct marketing is best used with established products. ... 'Building Brands Directly' on Elida Gibbs to highlight the relationship between branding, advertising and direct marketing.
-
Electronic Real Estate in Europe: View and Contrast of the Approaches of Germany and United Kingdom
By Jan-Philip von GottbergThe property research web site Hometrack.co.uk surveyed 12,500 different agents over the past two years. ... first sought a niche in the property exchange market through the use of the internet as a marketing communication medium.
-
Marketing Communications: A Brand Narrative Approach
By Terry Smith, Micael Dahlen, Fredrik LangeFoster's has underlined its Australian heritage with Paul Hogan endorsements and even featured a kangaroo in the logo. Lapin Kulta uses stark Lapland landscapes on bottle labels and other communications to reinforce its Finnish ...
-
Successful Marketing Communications
By Cathy AceTelevision With the increasing number of television channels available it is becoming more and more likely that there ... in front of a camera, the best advice is to get some media training before making any possible mistakes in public.