Integrated Online Marketing

Abstract

Purpose - The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach - Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail ?rms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an ef?cient integrated online marketing communication system. Findings - The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity...