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Introduction Purpose
The purpose of the study is to examine if and how companies integrate the Internet into their marketing communication strategies. The research will have four aims:
- To evaluate the characteristics of this new medium as a communication tool between companies and their customers.
- To assess how and in what way(s) the Internet can be used by companies for marketing communications.
- To assess if the Internet should be and how it can be integrated in marketing communications of firms.
- To assess whether the Internet is perceived as a promotional medium or as a broadcast medium.
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