Marketing Communication Strategies In Low Cost, Low Price, High Value Service Companies

The paper aims to investigate marketing communication behaviors in support of low cost, high value strategy in online service companies and to explore the way of creating consistency between price, quality, perceived value, and brand values. The paper investigates objectives and main activities of marketing communication in online service companies adopting a “low cost, low price, high value” business model i.e. strategies, messages, and media used by service companies to communicate and promote low cost high value services. The paper follows a case studies research design approach. The multiple case studies method design offers a proven tool for achieving a deep understanding and a picture of marketing communication in some service companies joining in the Italian Low cost companies association “Assolowcost”.