Search results

1 – 2 of 2
Article
Publication date: 1 March 2002

Ursula Wrobel

The paper borrows inspiration from three main sources: international marketing research, semiotic theory and communication studies. It explores online marketing for pharmaceutical…

1909

Abstract

The paper borrows inspiration from three main sources: international marketing research, semiotic theory and communication studies. It explores online marketing for pharmaceutical products related to taboo topics. A qualitative analysis of a German Web site brings out strategies employed to market sensitive products. The three main strategies are analysed on a visual and verbal level. Multicodality, code switching, dynamisation of code and non‐sequential data structure are purposefully combined to communicate effectively with the user. It is argued that product marketing via Web sites is a balancing act between globalisation and localisation; global marketing aiming at economies of scale and local marketing at context‐sensitive communication – with both depending on each other for their own success.

Details

Qualitative Market Research: An International Journal, vol. 5 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 1 March 2002

Len Tiu Wright

228

Abstract

Details

Qualitative Market Research: An International Journal, vol. 5 no. 1
Type: Research Article
ISSN: 1352-2752

1 – 2 of 2