Opportunities and restrictions of the internet in marketing communication strategies (PDF)

Diploma Thesis from the year 2001 in the subject Business economics - Offline Marketing and Online Marketing, grade: very good, University of Wolverhampton (Wolverhampton Business School), language: English, abstract: This project should enable companies to understand the Internet and the possibilities, it offers to strategic marketing communication planning. Therefore it should finally outline in which way the services can be included in an Internet strategy and how it can be integrated in the company marketing strategy.

A short summary about the usage of the Internet and its services in marketing introduce this piece of work. The next chapter outlines the differences to classical media and delivers starting points for marketing communication. The main part should enable companies to develop a specific Internet marketing strategy to evaluate the opportunities and restrictions in praxis. A differentiation, not only between dot.coms and old economy companies, but also between big multinationals and SME's (Small and Medium Enterprises), was necessary because of different objectives, interventions, and not least of all, marketing budgets.

This work concentrates on the point of view of the marketer. Therefore technical aspects are only explained, if they are needed to understand the services and contexts. Included is Appendix I, which gives an overview of the Internet and its services, and Appendix II, which deals with marketing.

Finally, an overview of newly developed services and further development of the Internet will conclude this report. This will give a complete overview of Internet opportunities nowadays. That being said, it has to be taken into account that this report will probably be useful for not more then one to one and a half-years. This depends mainly on further developments of the Internet, which cannot be seen as a static system, but as a highly changing system with extremely short innovation cycles. To establish higher value, the discovered sources will enable further research for up-to-date information if this publication is no longer considered applicable to the topic.