Maximising the effectiveness of Web-based marketing communications

Marketing Intelligence & Planning

Volumn 16, Issue 1, 1998, Pages 31-37

  Hoey, Clive ^a  

^a MCB UP Ltd   (United Kingdom)

Author keywords

Internet; Marketing communications; Marketing mix; Value chain

Indexed keywords

EID: 0012208462     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634509810199481     Document Type: Article

References (25)

1. Armstrong, A. and Hagel, J. III (1996, Net Gain: Real Profits from Virtual Communities, Harvard Business School Press, Boston, MA.
2. Baym, N.K. (1995, Cybersociety: Computer Mediation and Community, Sage Publications, Newbury Park, CA.
3. Berthon, P., Pitt, L. and Watson, R. (1996, “Marketing communication on the World Wide Web”, Business Horizons, September/October.
4. Binns, J. (1997, Coolsites, http://www.anbar.co.k/coolsite/
5. Blattburg, R.C. and Deighton, J. (1991, “Interactive marketing: exploiting the new age of addressability”, Sloan Management Review, Fall.
6. Bornman, H. and von Solms, S.H. (1996, “Hypermedia, multimedia and hypertext - definitions and overview”, Electronic Library, Vol. 11, pp. 4-5.
7. Delozier, M.W. (1976, The Marketing Communications Process, McGraw-Hill, New York, NY.
8. Handy, C. (1993, Understanding Organizations, Penguin Books, Harmondsworth, UK.
9. Heal, R. (1997, 24 Months’ Learning as a Manager of MCB Internet Conferencing Service, http://imc/news/occpaper/internet_conferencing.htm
10. Hoffman, D. and Novak, T. (1996, “Marketing in hypermedia - computer-mediated environments: conceptual foundations”, Journal of Marketing, Vol. 60, July.
11. Jones, S. (1995, Cybersociety: Computer Mediation and Community, Sage Publications, Newbury Park, CA.
12. Keller, A.Z., Coles, E.L. and Heal, R. (1996, Experiences Gained from the First Internet Disaster Conference, ttp://www.mcb.co.k/ services/conferen/confproc/keller/unconpap.htm
13. MCB UP Ltd, Web site, http://www.mcb.co.uk
14. Network Wizards. (1997, Internet Domain Survey, http://www.nw.com
15. Paterson, H. and Brown, L. (1996, “Chameleons in marketspace”, Journal of Marketing Practice: Applied Marketing Science, Vol. 2 No.1.
16. Rayport, J. and Sviotka, J.J. (1995, “Exploiting the virtual value chain”, Harvard Business Review, November/December.
17. Rice, R.E. (1993, Media Appropriateness: Using Social Presence Theory to Compare Traditional and New Organizational Media, Human Communication Research.
18. Sandelands, E. (1997, “Utilising the Internet for marketing success”, Pricing Strategy and Practice, MCB UP Ltd, Bradford, UK.
19. Staudt, T.A. and Taylor, D.A. (1965, A Managerial Introduction to Marketing, Prentice-Hall, Englewood Cliffs, NJ.
20. Stone (1991, “Boundary stories about virtual cultures”, Cyberspace, Cambridge MIT Press.
21. Trevino, L.K., Lengel, R.H. and Daft, R.L. (1995, “Message equivalence”, Media Selection and Manager Performance, MIS Quarterly, No. 11.
22. Virtual Conference Centre, http://www.mcb.co.uk/confhome.htm
23. Wills, G. (1995, “Embracing electronic publishing”, The Learning Organization, Vol. 2 No. 4.
24. Wills, G. (1997, “E-postcards from the other side”, E-Postcard 8, http://imc.org.uk/imc/news/ occpaper/postcards/
25. Wills, G. and Wills, M. (1996, “The ins and outs of electronic publishing”, Journal of Business & Industrial Marketing, Vol. 11 No. 1.