Abstract:

This paper looks at the use of communication, not only advertising, as a strategic resource for creating strong links with the various segments of telecommunications users. This need was isolated by Telecom Italia as a result of the very rapid developments in the domestic market and of the process of globalisation taking place in the European markets, which will lead to increasingly greater competitive pressure in the market. An international and interdisciplinary study group was accordingly set op which conducted research, both qualitative and quantitative, in the four European countries with the greatest level of investment in telecommunications: Italy, France, Germany, Great Britain. The studies highlight similarities and differences that make it possible to isolate the strategic lines for constructing a process of integrated communication, appropriate to the various areas of market considered - business and families.