The Internet as a Communication tool 1996 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis

Abstract [en]

What kind of benefit can the airline industry acquire from the use of the Internet as a communication tool? The main objective was to examine the usefulness of the of the Internet as a communication tool. This was done by using Scandinavian Airlines (SAS) as a case study in order to find empirical evidence for the use of the Internet as a communication tool. To give the reader a better understanding of how the airline industry communicates with its customer. One objective was to identify the way SAS have communicated with their customers until today. By using these findings an wxamination of their Internet investment took place. This gave some findings supporting the last sub objective - namely if SAS Internet investment will change their way they communicate today. Findings demonstrated that SAS, as a service company, uses traditional marketing sommunication tools. They position the Internet as a mass communication tool today. Nevertheless, they are up to intorduce some new features that will enable the use of the Internet towards dialogur with its customers. The final consluding sentence of this thesis is that the Internet is becoming a new tool in the armoury of market communication tools and not a pure replacement.

Place, publisher, year, edition, pages

1996.

Keywords [en]

Internet marketing communication tool

Identifiers

URN: urn:nbn:se:hh:diva-7077Local ID: U0928OAI: oai:DiVA.org:hh-7077DiVA, id: diva2:362119

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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