FöRFATTARE
Abrahamsson, Jan-Tony; Lundgren, Håkan

DATUM
2004-01-16

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring och e-handel

SAMMANFATTNING
Internet and the use of web sites has grown during the past decade to become more and more important as a marketing communication tool, in today’s rapidly changing business environment. Furthermore it is also an important source of income. This thesis aims to investigate how web sites are used as an integrated marketing communications tool regarding issues such as objectives, reaching and communicating with target audiences, what types of integrated marketing communication tools used and how to measure the effectiveness of using web sites as an integrated marketing communications tool.

ISSN 1404-5508 / ISRN LTU-SHU-EX--04/073--SE / NR 2004:073