What is Communication Mix

This chapter investigates the particularities of integrated marketing communication in the online environment. The study starts from the premise that the specific characteristics of the Internet transform the application of IMC principles from an alternative option to an absolute requirement for online organizations. Based on the analysis of the specific characteristics of the online environment and audiences, and on the primary data collected through face-to-face interviews with 19 marketing or communication managers of UK consumer retail firms, this article explores the opportunities and requirements for implementing integrated online marketing communication, proposing a theoretical model of that can be adopted by Internet-active organizations.