Internet: mídia comunicacional a serviço do marketing

• Ano de defesa: 2000
• Autor(a) principal: Whitaker, Mucio
• Orientador(a): Katz, Helena
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: ponto de venda; praça; produto
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5064

The real impact of technology, more specifically that of computers, on societies of individuals and organizations, will cause changes and adjustments in the globalization of communication process, culture, economy and society. The association of the connectivity resources of computers with the integration of hardware and software leads to the combination of the micro and macro environment agents, which are getting mutually dependent. The theme of this dissertation focuses on the field of marketing communication research, particularly on the theoretical aspects, once studying Edmond Jerome McCarthy, whose work is a landmark in the investigation of marketing-mix, means looking into the genesis of the concept, or an understanding of the electronic communicational medium, in other words, the communication net which has generated the significance of the promotionalmix. In more specific terms, the aim of the bibliographic investigation is restricted to the concept limits of P - Promotional, and inside it, to the communication aspect itself and to its current application. Considering the Internet as a communicational tool, the author's intention is to apply the communication concepts as a motivational agent of consumption. In the electronic media, both - and specially -, the Internet and the marketing-mix - product, price, place and promotion - will have one single role, since there is no difference between them