This study investigates what young people and community organisations see as their support needs in Bayelsa State of Nigeria in “tackling poverty. It also examines the process of influencing policy makers, using social marketing techniques. It seeks to expand understanding of the poverty elimination processes: not only within a developing country’s rural environmental context, but also endeavours to generalize the findings more broadly. It seeks an inclusive approach to policy determination driven by involving grassroots levels. A mixed-methods research design was adopted engaging a quantitative approach in which 300 young people were surveyed using self-completion questionnaires. In addition, a qualitative study in which policy-makers as well as young people and community organisations were interviewed. A discussion group methodology was adopted. Following the data-analysis, a strategy conference was organized in Nigeria, in which the major findings were presented and debated. This research has improved on the previous Multi-dimensional Poverty Index by enlarging it and combining it with a current Social Marketing Technique model. The new Multi-dimensional Poverty Index - Implementable Joint Programme of Action model is user friendly and retains the multidimensional paradigm. This extension was achieved through the literature research, the development of methodology, adopting mixed-methods approach and the strategy conference. The main findings of the research show that young people and community organisations’ support-needs in Bayelsa State of Nigeria are far from being met. A great deal of additional support is required. The most significant causes of poverty amongst young people and community organisations are corruption of government officials, absence of jobs, low wages, oil pollution and IMF/World Bank conditionalities. It was also found that the main experiences of poverty include a high youth unemployment rate, lack of money to go to school, lack of money to start small businesses, less food to eat, no money to treat sickness, no money to buy clothes, no money to afford decent homes, prostitution, and absence of a public transportation system. The research considers the ways in which this additional support might be provided. Importantly, the research also revealed how extreme poverty could be alleviated, and by persuading policy-makers to create real jobs and job opportunities as well as developing employability skills and improving agriculture. In addition, there is a need to attract investors/oil companies to Bayelsa State and to increase investment spending. The lack of social infrastructure and access to free education, steady electricity and free healthcare are also seen as problems. Finally, the research revealed that actively involving young people and community organisations in policy-decision making and policy-implementation processes, including setting new priorities, or re-directing, is likely to enhance the probability of ending extreme poverty.

Le problème de la sédentarité représente aujourd’hui un des grands enjeux mondiaux et est considéré par l’OMS et l’ONU comme la première cause de mortalité liée aux maladies non transmissibles. Dans le même temps, bien que l’exercice physique se soit révélé comme la meilleure parade contre ces maux, la plupart des consommateurs évoquent une série de freins pour adopter sa pratique régulière.L’objet de cette thèse est de proposer des approches alternatives basées sur le concept de la valeur perçue en marketing qui s’est révélé dans le cas des autres types de biens et services comme un élément permettant de motiver et de fidéliser les consommateurs.Nous avons abordé les sources de la valeur perçue par le consommateur dans le cas du marketing de la personnalisation, du marketing communautaire et du marketing expérientiel dont nous avons intégré les différentes facettes dans une approche combinatoire pour proposer la notion de composante de l’exercice en tant que trade-off entre les coûts et les bénéfices.Nous avons également validé que, d’une part, les valeurs perçues des différentes composantes liées à la pratique de l’exercice se combinaient pour former la valeur globale perçue de l’exercice, et que, d’autre part, celle-ci influençait in fine l’intention de pratiquer régulièrement l’exercice et de le recommander.Les résultats de la recherche nous ont permis de suggérer que l’offre d’exercice devrait être proposée comme un menu à la carte afin de faciliter le processus décisionnel des consommateurs et ainsi les motiver et les fidéliser à la pratique. / Nowadays, the problem of physical inactivity is one of the major global issues and it is considered by the WHO and the UN as the leading cause of mortality due to non-communicable diseases. At the same time, although the physical exercise has proven to be the best way to fight against these sicknesses, most of the consumers evoke a series of barriers against the adoption of regular exercise.The purpose of this thesis is to propose alternative approaches based on the concept of perceived value in marketing which has proven to be a good tool to motivate and retain consumers in the frame of other types of goods and services.We focused on the sources of consumer perceived value in personalized marketing, community marketing and experiential marketing, the aspects of which were integrated in a combinatorial approach, the aim of this method being to propose the concept of the exercise composite variable as a trade-off between costs and benefits.We confirmed that the perceived values of the different composites of the practice of exercise combined to form the overall perceived value of the exercise. In addition, we also confirmed that this overall perceived value of the exercise ultimately influenced the consumer’s intent to practice regular exercise and to recommend it.The results of this research allowed us to suggest that the offer of exercise should be made as à la carte menu in order to facilitate consumers’ decision-making process and so to motivate and to retain them.

The main goal of this thesis was evaluate the impact of indiviudal tools of communication mix on the results of the online campaign of the chosen brand. This campaign lasted for almost three months. The core of the campaign was consumer competition. The main goal of this campaign was sale increase and brand awareness. In the first part, I dealt with the tools of the communication mix from the point of view of the use in marketing and measuring their performance. In the second part, I analyzed the way brand worked with individual tools of commuciation mix and then I evaluated the tools according to established criteria such as impresion, interaction, web traffic and conversions. I used analytical tools to evaluate the success of each of the communication mix tools. After evaluating the communication mix tools, I suggested recommendations for further brand communication on the Internet. The biggest impact on the results of the campaign had Facebook, which clearly dominated among all of the tools from the point of view of all the criteria.

This thesis focuses on the definition of the term postmodern marketing in the area of marketing literature. The postmodern marketing aims adaptation of innovative marketing strategies to specific changes in society and consumer behavior. In this context, there are introduced concepts as tribality, hyperreality, fragmentation or increased activity during the perception of consumers etc., in order to demonstrate described changes. Because the postmodern marketing is closely linked to the symbolism and meanings of consumption, this thesis includes the application of specific semiotics approaches and brand development with an emphasis on the fact that the brand itself is made up of sum of aspects, such as the logo or products, but its value is also constructed by meanings with which consumers associate the brand. The next part is devoted to community marketing and communication via social networking sites such as progressive approach that is able to connect the issues of the previous chapters (reaction to changes in society and consumers' requirements and space for the construction of the symbolic value of the brand). The summary of these individual components is described in the conclusion, in the case study analysis from ILP in order to examine whether it is possible to build a successful marketing...