Abstract
Abstract Widely regarded as the fastest growing communication medium in history, the Internet offers marketers unique ways to reach and build relationships with their prospects and customers. Communication, along with product distribution and transaction functions (e‐commerce), yield the Internet's greatest value for marketers. Interactive advertising, e‐mail, free software and music samples, online communities, and Web sites are just a few of the online communication tactics that draw customers, move them to product trial, and entice them to return for more. This article explores the roots, role, and context of online marketing communication; examines online advertising; direct marketing, sales promotion, and marketing public relations in depth; and looks into the future of the marriage of technology and communication as expressed on the Internet.
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