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”.

Marketing Communication Strategies In Low Cost, Low Price, High Value Service Companies, 2012.

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

Esposito, Annamaria
2012

Abstract

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”.
Inglese
Toulon Verona conference Excellence in Services
15.
Tel Aviv - Israel
2012
internazionale
contributo
Proceedings of "15th Toulon-Verona Conference Excellence in Services", Rishon Lezion (Tel-Aviv - Israel) , 3-4 September 2012
1
13
13
978-88-904327-2-9
978-88-904327-2-9
Israel
Tel Aviv
esperti anonimi
Online
Settore SECS-P/08 - Economia E Gestione Delle Imprese
1
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10808/6564
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • ???jsp.display-item.citation.isi??? ND
social impact