THE ROLE OF INTERNET IN THE COMMUNICATION STRATEGY OF COCA-COLA.

The average investment allocation on the Internet is increasing every year as brands need to explore new ways to reach consumers. This paper examines how the Internet complements traditional communication strategy by focusing on the company that has dominated the soft drink market during the last 130 years. A comparative analysis of the strategy conducted by Coca-Cola across three regions: the United States, Europe, and Asia, is presented. The consequences of each strategy on brand loyalty are discussed. [ABSTRACT FROM AUTHOR]