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1、外文翻译InternetMarketingCommunicationandSchools:TheSlovenianCaseStudyMaterialSource:ResearchpapersAuthor:AlesTankosic；AnitaTrnavcevicWorldwide,some1.32billonpeoplenowusetheInternet(InternetWorldStats2007).InthedevelopedcountriestheInter-netisalsopresentineduca
2、tionalinstitutions;schoolsusetheInternetasameansofcommunicationwiththeircustomers.InSlovenia,however,researchfocusingonInternetmarketingcommunicationarerareinthefieldofeducation.Thispaperprovidesthetheoreticalframeworkandtheresultsofthequalitativecasestudyc
3、onductedataschoolcentreinSloveniain2005.Datawerecollectedthroughgroupinterviewsanddocumentanalysis.ThefindingssupporttheSchoolCentreteac-hers’claimthattheInternetdoesnotenablepersonalcontactsandthesensorycollectionofphysicalevidence,whichareconsideredtobema
4、jordisadvantagesofInternetmarketingcommunication.TheteacherswhoconsiderInternetmarketingcommunicationtobeanadvantagestresstheimportanceofvirtualitywhichcanfunctionasasimulationofcommunicationintherealworld.Theiradversaries,ontheotherhand,stresstheimportance
5、ofthephysicalworldandwarnusofthenegativesidesofvirtuality.Keywords:education,marketing,internetmarketing,internetmarketingcommunication1IntroductionGlobalisationandtheintensificationofcompetition,chan-gesindemographicsregardingbirthrate,thecomparisonsofqual
6、ityofeducationalsystemsandthe‘adaptation’totheEUstandards,theimpactofinformation(communi-cation)technology(ICT),andfocusoncustomersatisfac-tionaresomeofthefactorsinfluencingthemarketingstra-tegiesofschoolsinSloveniaandworldwide(Snoj2007).Anumberofchangeshav
7、eoccurredinSlovenianschools,suchasadecreaseinthebirthrateandarelateddecreaseinthenumberofstudentsenrolledinkindergartens,pri-maryandsecondaryschools;changesinschoolmanage-mentandgovernance(i.e.changesinthestructureoftheschoolboard),agreaterautonomythatwasde
8、volvedtoschoolsanda‘callfromthegovernment’tomakenetwor-kingbetweenschoolsmoreeffectivethantheywereinthepast(Trnavcevic2007).Moreover,theimportanceofinformationtechnologyisbeinggivenevengreateratten-tio
