Abstract
The communication strategy is the process which makes it possible to create and enrich relationships with the client, but also with all the stakeholders of the company. Several tools can be integrated into this strategy, including advertising, the sales force, sales promotion, public relations, to which the Internet is added today as a predominant communication tool. The latter can be integrated into the communication strategy at different levels: at low level where the traditional communication model is not called into question; or as a meta media where it alone replaces all other media to promote online communication; otherwise, in the absence of a consensus on the merits of a purely online strategy, a mixed strategy can be supported.
Based on these three alternatives, we aim through this chapter to study the ways of developing communication strategies in Tunisian companies. We emphasize the place of the Internet and websites in these strategies. Indeed, on the basis of studies of company sites, as well as through the analysis of interviews conducted with communications managers of several companies, we have established our own analysis grid encompassing the fundamental components of communication strategies. communication, namely the identity of the company, its objectives, its targets, its socio-cultural environment, its captive and interactive communication tools. So we analyze and compare the communication strategies of companies
following:
- Arts of Tunisia: Brand of a Tunisian company called Meziana point net which markets original craft products, http://www.artsdetunisie.com
- Golden Yasmin: luxury hotel chain, www.goldenyasmin.com
- Carthago Essence: company specializing in the distillation of forest essential oils, http://www.carthago-essences.com
- Herbs of Tunisia: company specializing in the production and
marketing of medicinal plants and essential oils.
http://www.herbesdetunisie.com
Based on these three alternatives, we aim through this chapter to study the ways of developing communication strategies in Tunisian companies. We emphasize the place of the Internet and websites in these strategies. Indeed, on the basis of studies of company sites, as well as through the analysis of interviews conducted with communications managers of several companies, we have established our own analysis grid encompassing the fundamental components of communication strategies. communication, namely the identity of the company, its objectives, its targets, its socio-cultural environment, its captive and interactive communication tools. So we analyze and compare the communication strategies of companies
following:
- Arts of Tunisia: Brand of a Tunisian company called Meziana point net which markets original craft products, http://www.artsdetunisie.com
- Golden Yasmin: luxury hotel chain, www.goldenyasmin.com
- Carthago Essence: company specializing in the distillation of forest essential oils, http://www.carthago-essences.com
- Herbs of Tunisia: company specializing in the production and
marketing of medicinal plants and essential oils.
http://www.herbesdetunisie.com
| Translated title of the contribution | Websites and communication strategies of Tunisian companies: Experiences of SIMAP, Arts of Tunisia & Golden Yasmin |
|---|---|
| Original language | French |
| Pages (from-to) | 147-165 |
| Number of pages | 19 |
| Journal | Revue maghrébine de documentation et d'information |
| Volume | 20 |
| Publication status | Published - 2012 |