This MA thesis focuses on marketing and communications process of telecommunications companies websites. The study was to test two hypotheses formulated at work: 1) telecommunications company’s Internet site as a communication channel is not fully exploiting the value of customer development, but the sales increase; 2) the relevant company’s website has all the elements required for high- quality website.

The study was carried out in several stages. First, content analysis, examines whether the company's website has features that are necessary for high quality web site, as well as what the marketing, public relations and image building elements are used in their websites. The study sought to identify websites of telecommunications companies with the prevailing elements of communication. Content analysis of data was further analyzed based on the five semi-structured qualitative interviews with company representatives and experts. This study sought to identify the reasons for the telecommunications companies in marketing communications and web sites properties.

The study showed that all telecommunications companies in communications and marketing strategies are very similar. The study confirmed the first hypothesis, that all three of the analyzed companies web sites are focused on increasing sales, little attention is paid to customer value creation. Content analysis of the collected data confirmed the second hypothesis, that the telecommunications company's website has all the necessary elements of a quality website.

The research revealed that companies do not cover the whole analysis of the website provided by the potential and opportunities are properly used to provide a competitive advantage and ensure greater consumer confidence and loyalty to the company. Successful business development and support, companies must constantly monitor and respond to changing consumer needs and intensive development of communication technology.

Raktažodžiai: communication, web site, marketing