| dc.contributor | 政大廣告系 | en |
| dc.creator (作者) | Chang, Yuhmiin | en |
| dc.creator (作者) | 張郁敏 | zh_TW |
| dc.date (日期) | 2009 | - |
| dc.date.accessioned | 8-Mar-2013 13:41:49 (UTC+8) | - |
| dc.date.available | 8-Mar-2013 13:41:49 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Mar-2013 13:41:49 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/57093 | - |
| dc.description.abstract (摘要) | This study examines how leading corporations standardize their regional sites from the integrated marketing communication (IMC) perspective. In terms of standardizing targeting strategies, data show that many leading brands view the online audiences as one mass. Customers and media are the two most targeted and standardized stakeholders for all brands and in each of the product categories (i.e. non-durable goods, durable goods, and service). This study also reveals that ï¬nancial communities/investors, communities, and channel members are the other three most targeted and standardized stakeholders, even though their rankings are somewhat different across the product categories. Employees, government regulators, and special-interest groups are seldom targeted through corporate websites. In terms of standardizing promotional disciplines on the web, advertising is the most standardized, followed by customer relations, direct marketing, public relations, and sales promotions for all brands and each product category. As a whole, service brands have the highest standardization mean, while durable goods rank second and nondurable goods are last. The three product categories do not signiï¬cantly differ in terms of the standardization of promotional tactics. A Web Standardization Model is developed to be compatible and comparable to Moriarty and Duncanâs Standardization Model. | en |
| dc.format.extent | 146501 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Marketing Communications,15(5),327-343 | en |
| dc.subject (關鍵詞) | cross-national;integrated marketing communication (IMC); promotion;standardization; targeting; web | en |
| dc.title (題名) | An exploration of the standardization of targeting strategies and the use of promotional disciplines on the web: A cross-national study | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/13527260802481314 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/13527260802481314 | en_US |
