For marketers, in both academia and in practice, the power of the internet as a marketing tool within the postmodern consumer context needs to be continually evaluated and exploited (simmons, 2008, pg 306)*. considering the above quote, critically evalua Tesco is the largest grocery market player in the United Kingdom with over 30% market share and is a commanding player in the retail industry globally, with over 2500 stores in 12 countries. Marketing is one of the reasons for the success of Tesco and has allowed the retail giant to rise and be the second most successful retailer globally after Wal-Mart. Internet marketing entails the online introduction of products and services of a business to allow for the products and services to appeal to clients beyond the geographical location of the business (Mooradian et al., 2012). It is basing on the understanding of Tescos global success that this study aims at evaluating the role of internet marketing in the current integrated communications strategy at Tesco PLC, henceforth referred as Tesco in the paper.Marketing communication entails the measures taken by a business in development of brand awareness through relaying information to the consumer on product specifics including qualities, price, benefits, and importance (Percy, 2008, p. 3). Marketing communication strategy are the plans taken by a business aimed at augmenting information dissemination and development of brand awareness. Different avenues are available for businesses to communicate to the consumer and develop a brand. Retailing allows for direct contact with the consumer whereas internet market allows for personalized and individualized information delivery. Other marketing communication strategies available to businesses include direct marketing, public relations, sales promotion, personal selling, and advertising. Despite the availability of different marketing communication channels, a marketing communication strategy has to have five main elements for success i.e. responsiveness, receptivity, relevance, recognition, and relationships (Dahlen et al., 2008, p. 107).
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