Towards Integral World Wide Web Marketing Strategies. Creating Points of Communication that Count

Research paper from the year 1997 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, University Witten/Herdecke, language: English, abstract: This thesis focuses on connecting the opportunities of the World Wide Web (WWW) as a marketing medium with the development of integral marketing strategies with measurable goals. It explains how WWW marketing activities can help marketers on their way from the traditional one-to-many marketing concepts to the new many-to-many marketing. The thesis provides marketers with an overview of the variety of WWW marketing opportunities, a "WWW Marketing Module and Inspiration Kit," and two detailed real life cases.