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International Online Marketing Communication Strategies of Global Players. A Linguistic Study with Special Reference to T-Mobile by Christina Kuttnig

International Online Marketing Communication Strategies of Global Players. A Linguistic Study with Special Reference to T-Mobile

by Christina Kuttnig
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Book cover type: Paperback
  • ISBN13: 9783668077256
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 176
  • Original Price: USD 74.9
  • Language: English
  • Edition: N/A
  • Item Weight: 236 grams
  • BISAC Subject(s): General

Diploma Thesis from the year 2002 in the subject English Language and Literature Studies - Linguistics, grade: Sehr Gut, Klagenfurt University, language: English, abstract: The purpose of this study is to analyse the international online marketing communication strategies of a mobile communications provider that has recently 'gone global' from a linguistic point of view. This field of business has so far operated on a local level; through the merger of various companies operating on a national level to form the global player T-Mobile this has become an international business. The present study will compare the linguistic implementation of T-Mobile's online marketing communication strategies on the corporate as well as two local Internet sites and attempt to filter out possible cross-cultural differences. Since an analysis of all relevant media would deserve more consideration than the purpose and length of this thesis allow, I wish to focus on just one media, the Internet, as this communication channel is exemplar of the 'open-strategy' approach of international marketing communications.

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