The Influence of Website Marketing in Shaping Corporate And/Or Brand Image- An Exploratory Study

Abstract:

It is now largely recognized that a website is a primary means of marketing communication for most organizations. Website communication facilitates the exchanges processes between an organization and its customers and other stakeholders. It is used by customers seeking information about an organization and the products and services it markets. It is also used to facilitate web based transactions and for some organizations to change the competitive environment by proving one-to-one marketing opportunities in addition to mass marketing activity.