The Internet as a medium for marketing communication

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The advent of the Internet has added various new dimensions to the marketing communication efforts of organizations today. The purpose of this thesis is to provide a deeper understanding of how the Internet is used as a medium for marketing communication. In order to reach this purpose, research questions on the mix of online promotional tools as well as the stakeholders targeted were stated. A literature review wasconducted based on these research questions, resulting in a conceptual framework used in obtaining empirical evidence. A qualitative, case study mythology was used, relying primarily on interviews to collect data. The findings showed that the online communication tools such as online advertising and public relations are the most important tools within the online toolbox. Furthermore, the way to communicate with stakeholders on the Internet is through intranets, extranets, Websites, E-mail and Chat functions. The main functions of websites are to provide ge...