Marketing and Communications Development

Marco Rimini and Kate Eden
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Marco Rimini: J Walter Thompson
Kate Eden: J Walter Thompson

Chapter Chapter 4 in Kick-starter.com, 2000, pp 79-127 from Palgrave Macmillan

Abstract: Abstract For many internet businesses the differentiating factor will be the ability to attract and retain customers,This chapter will help you do this, It is equally valid for Internet start-ups, and for established brands that are seeking to add an Internet strand to their existing business offering. It assumes an audience which is not necessarily expert in marketing and communications. If you are already an old hand at these, you might find some useful reminders, but the chances are that much will already be familiar to you.

Keywords: Communication Development; Target Audience; Customer Relationship Management; Creative Idea; Communication Plan (search for similar items in EconPapers)
Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55503-7_4

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DOI: 10.1057/9780230555037_4

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