Maximising the effectiveness of Web‐based marketing communications Available to Purchase

Explores the nature and potential of marketing communications in hypermedia, and assesses the role of computer‐mediated communication to assist the marketing communications mix. The activities of one company (MCB UP Ltd) are reviewed, as it develops its Web site towards a high value‐added, effective and integrated marketing communications environment. Explains why Internet marketers must provide high value‐added Internet resources, allowing communication both with and between players in the organisation’s supply chain. The impact of computer‐mediated “connectivity” and “interactivity” is discussed in terms of the effectiveness of Web‐based marketing communications. Commercial opportunities for capitalising on the marketing potential of “virtual communities” are identified. Examples of how such communities may be created and sustained are presented.