Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society. These tools can vary from the style and message of the advertisement to the actual channel that it is transmitted through. The second focus is to explore and describe the advertisements role, function and importance in the complete marketing. Advertising is one of the main parts in the Marketing Mix and we are in this research interested in describe advertising in relation to partly the other parts of the Marketing Mix but also to describe advertising in relation to other marketing perspectives such as Service Marketing and Management, Relationship Management and CRM. Also we aim to explore the different fields within Internet related marketing such as communities and describe advertising in relation to that. We aim to see if the role, function and the importance of advertising has changes because of the development of the other marketing perspectives or if advertising still have a significant role. It is important for advertisers to consider the advertisements role in their full marketing.

Syftet med uppsatsen är att undersöka och klarlägga relationsmarknadsföring som ett verktyg i ett företag inom hemelektronikbranschen, samt ta reda på betydelsen av CRM, service management och relationsbildningar för företaget. Vi har valt att använda oss av det kvalitativa tillvägagångssättet där intervjuer med företagets anställda har gjorts. Studien är baserad utifrån ett abduktivt angreppssätt. Eftersom studien är kvalitativ har forskningsfrågorna inte kunnat besvaras med konkreta svar utan snarare bredare svar med djup som gett oss förståelse över hur relationsmarknadsföring, CRM, relationer och service management rent praktiskt går till väga. Studien har visat att det förekommer relationer mellan säljare och kund i hemelektronikföretaget men att det inte ses som något direkt marknadsföringsverktyg. Studien har visat att de teoretiska begreppen använts praktisk sätt men inte i de teoretiska termerna. Studien har även visat att det finns möjlighet att företaget kan utveckla transaktioner till relationer, som i sin tur bildar relationsmarknadsföring.

Customer Relationship Management (CRM) is one of the biggest problems for many companies today. By analyzing history records (profiles) of its customers, organization can effectively adapt its business activity to users needs and create better products and services. Proper analysis of customer profiles can help to predict the behaviour of the customers. After grouping customer profiles by similar attributes, company can easier handle its interactions with similar users. Such group profiling can also help to identify needs of new customers on their first interaction with the company. The biggest problem in implementing such systems is the management of a vast array of customer data. Data mining technologies can help to solve this problem and help the ebusinesses to better understand their e-customers. This work reviews data mining methods, such as Nearest Neighbors, Decision Trees and Association Rules, which can be effectively used for customers grouping and profiling. A new conceptual model of Users Recognition System is suggested. The new model uses profiles created from customer history records for identifying new customers. The suggested model has been tested experimentally and results prove the possibility of practical application of this model.

Sinickas Robertas. Customer Relationship Management (CRM) system: Master’s Work in IT/supervisor doc. S.Gudas; Department of Information Systems, Faculty of Informatics, Kaunas University of Technology.-Kaunas, 2005.-67 p. Research objective – customers’ order management information system. Research object – the main object is focused on the establishment of the CRM system, which is based on the organizational and objective structure analysis. In order to accomplish the tasks that have been set for this thesis, the analysis of a customer relation vision, which determines the essence of customer relation management, has been prepared. On this stage the necessity of computer based customer relation management is analyzed with the help of CRM technology: using CRM model, its methodology, system adoption problems. The comparative analysis of the means of CRM development, its control packages, and CASE system methods is also applied. Due to the latter, MS Access package is chosen to represent the mean of CRM development (ADO – for the data manipulation; VBA – programming language) because of its wide practical use in the chosen organization and the use of ProVision Workbench for the CASE system model development. According to the requirements for the information system specification in the second part there is suggested an organizational activity structural and objective analysis: hierarchic organizational activity model, business interaction model, event model, destination... [to full text]

Customer relationship management (CRM) systems are widely used for effective business relations management. CRM is not software, it is business strategy, experience, knowledge. It also could be successfully applied to health care sphere. Patient relationship management system could substantialy increase effectivenes of health care process. Methods for evaluation of Patient – doctor relationships were investigated in aim to reveal most suitable ones to be used for optimization of healing process. Continious functions reflecting direct proportionality to impact factors and contrar propotionality to patients profile should be used for mathematical description of patient – doctor relationship. Optimal control of the healing process could be achieved through individualization of actions to be taken in case of every single patient. MySQL 4.1.8-nt could be used as suitable database platform for health care CRM systems. It showed high performace in tests with CRM system prototype. The prototype patient – doctor relationship management system was elaborated for usage in all possible areas of health care service.

Pastaruosius metus mokslinė veikla buvo intensyvi ieškant algoritmų, padedančių spręsti tokias problemas, kaip duomenų sistemų klasterizavimas (angl. dataset clustering). Duomenų analizės metodų kompleksiškumas, duomenų apimties didėjimas, skatino ieškoti būdų, kaip atrasti metodą, kuris padėtų realizuoti esminius duomenų gavimo principus, pritaikant efektyviausius algoritmus, integruojant duomenų apsaugos metodus visose duomenų valdymo ir analizės stadijose. Moksliniu požiūriu tyrimai duomenų gavybos srityje galimai veda į naują informacijos ir duomenų analizės bei klientų valdymo požiūrį. Šiame darbe analizuojamas duomenų gavybos metodas ryšių su klientais sistemose, jo pritaikymas ir efektyvumas, aktualios problemos. Darbe analizuojami metodai yra ne tik moksliniai, tačiau visi darbe atlikti tyrimai veda į praktinį pritaikymą ir galutiniam naudotojui skirtos priemonės sukūrimą – duomenų gavybos metodų rinkinį integruota į ryšiais su klientais valdymo sistemas, skirtas B2B verslo aplinkai. Darbe gauti duomenų gavybos metodų tyrimo rezultatai pateikia naują požiūrį į tiekimo grandinės etapus – tvarkaraščių ir gabenimo laikų valdymą, prekių kiekio kontrolę bei klientų kreditavimo pirkimams skyrimą. / Latest activity in scientific field has been major in research of algorithms that are able to solve problems related to data analysis using tools of dataset clustering and data mining. Principe of data mining cover analysis of various business environment steps and suggests ways of prognosing, analyzing, classifying data. Data mining tools are applicable to customer relationship management systems offering key data analysis, increasing customer knowledge. Scope of thesis is the effective usability of data mining methods for customer relationship management system specifically used by business-to-business companies. Suggested concept leads to new perspective of transactional data analysis through following stages: client credibility valuation, product purchase amount prognosis and product delivery handling. Combined customer orientated data with supply chain inputs gave successful results in real data experiment. In conclusion, data mining tools improve data analysis in customer relationship management in B2B companies’ data analysis routine.

The process of high technologies allow to use the most effective decisions optimizing the work of companies in different range. It is the communication with clients, internal data flow and public information. Advertising market is one of the spheres for which these objectives are set and solutions seeked. The singularity of advertisement market is close contact with clients, the huge amount of varied work, broad distribution of functions in the company, expeditious presentation of production, different price – lists and constantly innovated facilities. To control this activity the computerized informational system should be used. It gathers all data about the clients (CRM – Client relationship Management), gives the presentation of facilities in the internet ( CMS – Content Management System ) and saves the internal information of the company at one place ( IS – Informational System). Internals of these different systems are realized in the management system of the advertising service. It helps to realize the needs of advertising company.

Background: Increasing globalization has changed the business environment and also resulted in increased awareness of the consumers and demand for higher standards of social responsibility. The companies brand strategies has gain in importance in order to strengthen their brands. A part of a company's CSR, CRM, cause-related marketing, which is a relatively new marketing strategy and created when companies choose to partner with charities and market it. Garment/clothing industry has as many others come to be shaped by the effects of globalization, but has also endured heavy criticism over the years. This criticism is largely because of the outside world's reaction to the exploitation of developing countries. Two companies in this industry; Lindex and H&M, have both embraced the formerly strong criticism and decided to take advantage of consumers' demand and requirements in a more responsible enterprise, using two different shapes of CRM collaborations. Purpose: The purpose of this study is to consider first whether CRM is an appropriate way to pursue social responsibility and to strengthen brands, in an earlier criticized industry. Furthermore, the study aims to investigate the design of CRM, which thus is most positive for brands in terms of how consumers' awareness, perceived quality, brand associations and loyalty, are affected by CRM. Method: To answer the purpose of the study, the authors have assumed a triangulation consisting of questionnaires and semi-structured interviews. Conclusion: The study confirmed that a partnership with a well-known and established partner is most favorable in order to successfully build and enhance their brand equity in a criticized industry. This created an increased awareness and positive associations with the brand. Lindex had succeeded better than H&M when they collaborate with the Pink Ribbon as previously known and H&M collaborates with a self-created foundation. Consumers believe that social responsibility involves more than just engage in charity, therefore CRM was not alone an appropriate way for brands to create quality or loyalty.

The main purpose of this study is to investigate the effects of Facebook activities on relationship drivers and relational benefits and the effect of relationship drivers of relational benefits perceived by customers to Pite Havsbad. To do this we have explored the relationship between a number of Facebook activities, relationship drivers and relational benefits. We developed two conceptual models, which included these relationships. We have written this degree project on commission for Pite Havsbad, which is a company that operates in the hotel industry in the county of Norrbotten in the north of Sweden. The research question that we formulated was as following:   What kind of impact does Facebook activities have on relationship drivers and relational benefits in the hospitality industry?   With this research question we aimed to make a practical contribution and to help Pite Havsbad develop their social media strategies in order to be able to build customer relationships. We also aimed to make a theoretical contribution to fill the research gap that exists in the research area on social media and customer relationship building. We used a quantitative data collection method in the form of a survey administered on Pite Havsbad’s Facebook page. Our population consist of the approximately 6 300 fans that Pite Havsbad has on Facebook. The data continuing of was 256 responses were processed in SPSS by conducting Cronbach’s alpha test, Pearson correlation and multiple regression analysis in order to test the hypothesized effects between our key variables.   The findings from this degree project show that Facebook activities affect both the relationship drivers and relational benefits, although they have less effect on relational benefits. The relational benefits are though highly affected by the relationship drivers. Over all, the Facebook activities of Pite Havsbad were highly valued by the respondents, which means that all of them are important to work with. Many of the activities also had positive effects on the relationship drivers, which means they can be used to build relationships with customers. By conducting this research we also helped Pite Havsbad with the starting point of creating a Social CRM strategy, which can be used for future relationship building with their fans on Facebook.

South African short-term insurers are finding it increasingly more difficult to maintain their market value amidst unpredictable and erratic economic conditions. In addition, the short-term insurance industry is faced with two major challenges: the growing number of direct short-term insurers entering the industry, and the significant decline in customer retention rates. Based on the literature review, it was found that these challenges present short-term insurers with a strategic imperative – they need to adopt a CRM approach, incorporating an integrated customer focus aimed at developing long-term relationships with customers. If they want to succeed in this pursuit, short-term insurers need to understand their customers‟ perceptions of the service offering, their existing relationship with the insurer, their levels of satisfaction, and their behavioural intentions towards the insurer. The primary objective of this study was to determine the influence of both direct and indirect short-term insurers‟ service quality and benefits derived from being in a relationship with the insurer, specifically on their customers‟ levels of satisfaction, their loyalty, and positive word- of-mouth intentions. In this vein, the study also sheds light on how short-term insurers can adapt their marketing strategies in order to develop and maintain successful long-term relationships with their customers. The study followed a descriptive research design. Convenience sampling was used to select suitable respondents, and data was collected by means of mall-intercept, person-administered surveys from individuals residing in the Gauteng Province of South Africa and who currently have short-term insurance. A sample size of 891 responses was realised. The results from the study indicate that respondents’perceptions of their insurers’ service quality offering do not differ significantly from their expectations. In other words, respondents seem to be satisfied with their insurers’ services. Results furthermore showed that quality services and additional relational benefits positively influence respondents’ levels of satisfaction with their short-term insurers, which in turn influence their intentions to remain loyal to their insurers or to communicate positively about them. In addition, no significant differences were observed between direct and indirect short-term insurance respondents with regard to service quality, relational benefits, customer satisfaction, or behavioural intention. Based on the results, this study proposes a model that sets out to demonstrate how South African short-term insurers can utilise service quality and relational benefits to realise and improve customer satisfaction, in order to encourage positive behavioural intentions among their customers. It is recommended that, in order to differentiate themselves, short-term insurers (both direct and indirect) should ensure that their service quality offerings are superior to those of their competitors’. Short-term insurers can attain high quality service offerings by paying special attention to their reliability, responsiveness, assurance and empathy. It is also recommended that short-term insurers should attempt to provide the same levels of relational benefits to all of their customers, independent of demographic differences, as a way to improve the overall morale and satisfaction of their customers. Since no significant differences were found in terms of different groups of respondents, it is further recommended that short-term insurers should differentiate themselves by customising their target market(s), through focusing their service and relational offerings on specific demographic, geographic, and psychographic segments. Finally, it is recommended that short-term insurers should use the model developed in this study with a view to improve the overall effectiveness of their CRM efforts. Recommendations for future research include extending this study to other South African provinces, in order to determine whether differences exist between respondents from different geographic locations. Future research can include representative numbers of respondents from each individual short-term insurer with a view to attain more accurate and representative information regarding specific insurers. A similar study can also be conducted among long-term insurers in order to determine whether the insurance industry in its entirety can benefit from the findings from this study. Finally, future research can test the CRM model presented in this study in the context of other service industries to determine its relevance and applicability. / Thesis (PhD (Marketing management))--North-West University, Potchefstroom Campus, 2013