Integrated Internet Marketing Communication (IIMC)

Integrated Internet Marketing Communication (IIMC)

DOI: 10.4018/978-1-4666-0885-6.ch001
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Abstract

The main goal of this book is to improve the reader’s knowledge of Internet advertising and to explore novel marketing channels of communication. The information herein applies to a medium that has been playing a role in business for less than 20 years and yet has made incredible changes in this domain. Integrated Internet Marketing Communication (IIMC) is addressed in the first chapter of this book because, on one hand, it discusses the specific marketing issues related to Internet marketing, and on the other hand, it investigates the ways through which the concept of Internet communication can be expanded. IIMC is introduced as a theoretical comprehensive framework and a vanguard for Internet advertising approach. Explaining new marketing issues using core marketing concepts not only demonstrates the important role played by these concepts, but also illustrates the innovative tasks as applied to these concepts in a modern marketing arena. Hence, this chapter first examines the core marketing concepts and then explains the novel roles played by such concepts in Internet advertising. In this way, the reader is introduced to the IIMC model. Further in this chapter, some creative concepts of marketing, integrated communication and Internet advertising methods such as Self-Pulling and Need for Check, are explained.
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Marketing And Development

Can marketing contribute to the economic development of a society? According to Klein and Nason (2001), the term “development” can be defined as “expanded economic opportunities and improved outcomes in domestic and /or export markets, employment, standard of living, and social conditions commonly included under the concept of quality of life (access to and quality of health care, education, cultural opportunities and civic freedom and harmony)” (Klein & Nason, 2001, p. 263). Governmental and non-governmental organizations and NGOs measure economic progress through indices such as Gross Domestic Product (GDP) per capita, growth rate of GDP, the number of people living below the poverty line and the level of exports. However, attention is also given to non-economic goals such as gender equality, preservation of local culture and strengthening the family (Aguirre, 2001; Mullen, et al., 2001).

According to a general principle, development of new businesses may increase the government’s income due to the increase in the amount of taxes (Wood, 2004). An increase in revenue allows the government both to help entrepreneurs and to invest more in general goods. Hence, this may lead to economic prosperity while also improving public welfare and cultural status. The main question then becomes: how can marketing, and especially online marketing, contribute to this goal?

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