Literaturnachweis - Detailanzeige
| Institution | Congress of the U.S., Washington, DC. Office of Technology Assessment. |
|---|---|
| Titel | Broadband Communications for Rural Development? Yes -- But We Will Need a Marketing Concept. |
| Quelle | (1976), (29 Seiten)
PDF als Volltext kostenfreie Datei |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Administrator Role; Cable Television; Communications; Community Involvement; Cooperatives; Data Collection; Delivery Systems; Diffusion; Information Dissemination; Marketing; Program Development; Research Design; Rural Development; Telecommunications |
| Abstract | Widespread provision of non-entertainment services by way of telecommunications can have a significant impact on rural growth and public services and on rural-urban migration patterns if the mix of these services and the places where they are to be introduced are chosen within the context of a national rural policy, and if local residents perceive these services as important to their felt needs and as instrumental in the fulfillment of their community goals. Thus, a marketing function of quite special character must be built into the research design. A professional who understands "communications as a management function" needs to be positioned on the project staff. This "marketing director" would be responsible, on site, for: (1) building awareness within the community of the potential in broadband communications technology, presenting the array of potential services in such a way as to facilitate community choices; and (2) relating the plan to install the contemplated broadband communications system to the appropriate elements of a community development plan. The marketing function will be especially helpful in the collection of four kinds of data crucial to the research design: baseline opinion survey, an inventory of existing communications technology, a needs agenda, and the potential subscriber market. An informal report on cooperative ownership of cable systems is appended. (NQ) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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