The Study of Internet Approaches to Marketing Communications
| Autor: | Chu-ping Yu, 俞竹平 |
|---|---|
| Rok vydání: | 2002 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 Similar to the invention of engines and telephones, the applications of Internet has already altered our daily life as well as the operation of today’s businesses. Word-of-mouth through Internet becomes even more influential than the usual interpersonal communications. With its advantage in communications, Internet has provided today’s enterprises with a cost-effective channel to communicate with their customers directly. Internet offers a new way of communications for today’s marketers. Taking the most advantages of Internet applications will help marketers to maximize the benefits of their marketing mix. Through the case study of Shishedo Taiwan, this research discussed how the corporate marketing communication strategy and Internet strategy influence the benefit of Internet marketing communications, analyzed what the most appropriate marketing communication elements that can be applied on Internet are, and the benefits of Internet approaches to marketing communication. In additional, this research also suggested several feasible measures for enterprises to apply Internet approaches in their marketing communication mix. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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