Opportunities and restrictions of the internet in marketing communication strategies

Inhaltsverzeichnis (Table of Contents)

• 1. Introduction
  • 1.1. Reasons for the Topic
  • 1.2. Aims and Structure
• 2. Usage of the Internet in Marketing
  • 2.1. Market Research on the Internet
  • 2.2. Product Policy on the Internet
  • 2.3. Price Policy on the Internet
  • 2.4. Distribution Policy on the Internet
  • 2.5. Conclusion
• 3. Communication Marketing at the Internet
  • 3.1. Differences to classical Media
    • 3.1.1. Interactivity
    • 3.1.2. Multimedia
    • 3.1.3. Hypertext
    • 3.1.4. Virtual Worlds
    • 3.1.5. Model of Communication for CME's
  • 3.2. Starting Points for Communication Marketing
• 4. Possibilities of Implication in the Communication Mix
  • 4.1. Advertising
  • 4.2. Fairs
  • 4.3. Merchandising
  • 4.4. Personal Sales
  • 4.5. Product Placement
  • 4.6. Public Relations
  • 4.7. Sales Promotion
  • 4.8. Sponsoring
• 5. Internet Marketing Strategy
  • 5.1. The Branding Process
    • 5.1.1. Creating Brand Awareness
    • 5.1.2. Brand Experience
    • 5.1.3. Brand Loyalty
  • 5.2. Importance of Brand Loyalty on the Internet
  • 5.3. Newly developed Marketing Strategies on the Internet
  • 5.4. Negative Sanction
• 6. Marketing Strategy
  • 6.1. Changes in Organisational Structure
  • 6.2. Integrating Internet Activities into Strategic Marketing Planing
  • 6.3. The Branding Process
    • 6.3.1. Creating Brand Awareness
    • 6.3.2. Brand Experience
    • 6.3.3. Brand Loyalty
• 7. Further Developments

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This project examines the opportunities and restrictions presented by the Internet within marketing communication strategies. The project aims to analyze how the Internet can be effectively used in different aspects of marketing, including market research, product policy, pricing, distribution, and communication. The project also seeks to identify specific strategies for integrating Internet activities into a comprehensive marketing plan.

• The Internet's role in marketing communication strategy
• Opportunities and restrictions of the Internet in marketing
• Effective use of the Internet in various marketing activities
• The impact of the Internet on branding and brand loyalty
• Strategies for integrating Internet activities into a comprehensive marketing plan

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction - This chapter introduces the topic of the project, outlining the reasons for its selection and the aims and structure of the work.
• Chapter 2: Usage of the Internet in Marketing - This chapter explores how the Internet can be utilized in different aspects of marketing, including market research, product policy, pricing, and distribution. It examines the potential benefits and challenges associated with each area.
• Chapter 3: Communication Marketing at the Internet - This chapter analyzes the unique characteristics of communication marketing in the Internet environment. It delves into concepts such as interactivity, multimedia, hypertext, and virtual worlds, highlighting the differences between these aspects and traditional media.
• Chapter 4: Possibilities of Implication in the Communication Mix - This chapter examines the various elements of the communication mix and how the Internet can be utilized to implement each element effectively. It covers areas like advertising, fairs, merchandising, personal sales, product placement, public relations, sales promotion, and sponsoring.
• Chapter 5: Internet Marketing Strategy - This chapter focuses on the strategic aspects of Internet marketing. It explores the branding process, the importance of brand loyalty online, and newly developed Internet marketing strategies.
• Chapter 6: Marketing Strategy - This chapter discusses the broader implications of Internet marketing for overall marketing strategy. It covers changes in organizational structure, the integration of Internet activities into strategic planning, and the importance of the branding process in online marketing.

Schlüsselwörter (Keywords)

The primary focus of this project lies within the realm of Internet marketing, particularly examining the opportunities and limitations it presents for marketing communication strategies. Key areas investigated include market research, product policy, pricing, distribution, branding, brand loyalty, and the integration of Internet activities into a comprehensive marketing plan. The project analyzes the unique characteristics of online communication and explores the effective utilization of the Internet across various marketing elements, such as advertising, public relations, and sales promotion.