This thesis focuses on marketing campaign life cycle management and customer relationship management in the area of fast moving consumer goods. Because of the highly competitive nature of this market the companies are in search of ways how to gain an advantage over their competitors -- which can be more effective marketing towards customers. The main goals of this thesis are completion of thorough theoretical fundamentals and subsequently design of methodology of marketing campaign management. The theoretical part of this thesis presents basic concepts and discuses the topic separately from both technology and marketing standpoint. Also this part presents current trends in the EMM area and explains the customer relationship management specifics of the FMCG market. Practical chapters consist in development of the marketing campaign lifecycle methodology. The methodology is based on theoretical concepts presented in the first part of thesis and my own professional experience with implementation projects. The main merit of this thesis is development of the methodology, which is technology independent, intuitive, flexible and utilizable not only in the FMCG area. Another merit is drawing up of complex theoretical concepts that are merely covered by professional literature.

The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.

This dissertation examines the political and business career of H. R. “Bob” Haldeman. Scholars studying Richard M. Nixon’s presidency and administration have given very little attention to Haldeman’s career before and after his time as chief of staff. This dissertation argues that in order to understand Haldeman’s actions as chief of staff one needs to have a firm understanding of his career before he entered Nixon’s White House. In contrast to what many have argued, an overt interest in politics and overriding ambition to serve Nixon did not solely drive Haldeman. Instead, the development of Haldeman’s career is best understood through his consistent search for opportunities and activities in which he could alter, reform, or improve existing processes and organizations. Only a study of his entire career brings this motivation to the forefront. Using Haldeman’s recollections, his White House diaries, archival records relating to his business and political career, assessments of the Nixon presidency, and the recently published memoir of his wife, this dissertation provides an in-depth study of his career as a manager in business and politics. This study answers important questions regarding Haldeman’s background, intellectual makeup, and the trajectory of his career by reexamining Haldeman’s work for Nixon and his career in the advertising industry and analyzing how each of these experiences informed his life, skillset, and his managerial behavior. Providing the scholarship with a more complete picture of Haldeman’s life and career augments the understanding of Richard Nixon’s political career and presidency, by filling a critical void with a more comprehensive overview of a close aide and a major figure at the center of the Watergate scandal. An examination of Haldeman’s entire career, moreover, illuminates how significant developments in twentieth century United States political and business history impacted one individual.