Marketing Management, 16th Edition

Online Communication

Marketers must go where the customers are, and increasingly that’s online. Of the total time U.S. consumers spend with all media, more than half is spent online. Customers define the rules of engagement, however, and insulate themselves with the help of agents and intermediaries if they so choose. They define what information they need, what offerings they’re interested in, and what they’re willing to pay.

Company Website

Companies must design websites that embody or express their purpose, history, products, and vision—and that are attractive on first viewing and interesting enough to encourage repeat visits.17 Beauty pioneer Estée Lauder, in a reflection of times gone by, famously said she relied on three means of communication ...