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Exploring brand community through web-based marketing in Indonesia

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This thesis explores the aspects related to brand community using web-based marketing in Indonesia. The basic thought started from the need of competitive advantage in marketing for retail businesses. Due to the current tough business rivalry and trends in traditional advertisement, companies should be more efficient on expenses while at the same time offer more values to customer to maintain its competitiveness. The method adopted in this thesis is a comprehensive analysis on survey, observation, interviews with relevant sources, and questionnaire. Data collected is analyzed not only with the current situation, but also some projections and estimations with relevant data, both specifically for Nokia Indonesia case and opportunity for other brands to employ web-based marketing. For a deeper analysis, the researcher uses Nokia Indonesia's web- based marketing community Cooldesak (www.cooldesak.com) as case study in approaching the thesis title. There are potential opportunities and benefits for companies of using web-based brand community as a marketing tool. The expected result of this thesis is to find how web- based marketing can benefit retail brands like Nokia. The thesis will also show the cost and benefit comparison of the use of web-based marketing with traditional marketing in Indonesia.

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Availability

B00371

(wh)

Available

Detail Information

Series Title

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Call Number

371

Publisher

: Swiss German University., 2008

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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