ABSTRACT
This chapter describes how Internet advertisement is currently working in Portugal and how it is integrated in marketing strategies, whether traditional marketing or Internet marketing. It analyzes the website of 22 Portuguese firms, drawn from the following sectors: newspapers, e-commerce, search engines, culture and entertainment, public organization and online training and education. The chapter argues that many companies already promote virtual communities, thus providing consumers with a platform for communicating with other individuals and sharing common interests usually related to the activity of the company. It shows that 95 per cent of the analyzed companies allow consumers to register on their websites. Privacy is always a sensitive area but fortunately a great percentage of Portuguese companies explain consumers their privacy policy, which can strength the trust between consumers and companies and therefore allow companies to know more about consumers. The Internet marketing will bear a higher importance in the relationship between consumers and firms.
