期刊名称：Marketing of Scientific and Research Organisations
印刷版ISSN：2353-8503
电子版ISSN：2353-8414
出版年度：2012
期号：5
页码：174-182
语种：English
出版社：The Institute of Aviation
摘要：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.Within the two following decades the idea of computer connection reached out to practically all fields of human activity.With its ever widening availability,the new communication technology has become a natural environment for dialogue,information exchange and,consequently,the opinion forum.Today every subject that actively functions in public space,be it a company,an institution or an individual,must think about being present online (to a larger or lesser extent).This means,whether we like it or not,that our image is co-created by the Internet.
