International Online Marketing Communication Strategies of Global Players. A Linguistic Study with Special Reference to T-Mobile

Diploma Thesis from the year 2002 in the subject English Language and Literature Studies - Linguistics grade: Sehr Gut Klagenfurt University language: English abstract: The purpose of this study is to analyse the international online marketing communication strategies of a mobile communications provider that has recently 'gone global' from a linguistic point of view. This field of business has so far operated on a local level; through the merger of various companies operating on a national level to form the global player T-Mobile this has become an international business. The present study will compare the linguistic implementation of T-Mobile's online marketing communication strategies on the corporate as well as two local Internet sites and attempt to filter out possible cross-cultural differences.Since an analysis of all relevant media would deserve more consideration than the purpose and length of this thesis allow I wish to focus on just one media the Internet as this communication channel is exemplar of the 'open-strategy' approach of international marketing communications.