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Outcome
The main output of this research will be as follow:
- International marketing communication: before the analysis of how companies can use the Internet for international marketing communications, it is necessary to describe what are
the main models of communication, and what are the main issues of global communications.
- The Internet as a new communication medium: the Internet has some special features that are to be taken into consideration before implementing a communication strategy with that
new medium. Therefore, an understanding of the rationale behind the usage of the Internet is necessary.
- Internet users: although the use of the Internet is sharply increasing, marketing communication strategies can only be efficient if targets are exposed to messages.
Therefore an analysis of current users is necessary to assess if Internet communications can contribute to the goals of marketing communications of FMCG firms and to determine
Internet communications strategies.
- Case studies of selected companies.
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