Image development in the Internet – opportunities and threats

The paper discusses issues related to communication via the Internet in the process of building an organization’s image. The authors focus on the preparatory actions and strategic decisions that need to be taken so that long-term communication with Internet users could lead to expected results. The authors also point out to possibilities and ways of using the available tools and present in the selected case studies successful image-enhancing actions. When on 1 January 1983 a decision was taken to merge the ARPAnet and CSNET, giving rise to the Internet, hardy anyone realised the world was about to change beyond recognition. … Czytaj więcej »