Remodelling marketing communications in an Internet environment

Argues that the Internet demands a significant review of approaches to marketing communications at both the strategic and tactical levels. At the strategic level in e‐business applications the way in which marketing communication is integrated with business operations makes it difficult to continue to view marketing communications as a distinct and bounded area of activity. The level of integration of marketing communications and their role in e‐commerce depends on the stage of development of e‐commerce. At the tactical level, channel, message and audience characteristics have implications for attracting attention, cultivating awareness, and assessing the impact of communications and promotional activities. An Appendix offers an extensive list of questions for research and innovation.