No description available.

Sobre as fronteiras e territórios do design e do marketing pesam a influência de fatores endógenos, provenientes de novidades e controvérsias inerentes aos campos, e exógenos, advindos da atual conjuntura socioeconômica, cultural e ambiental. Isto, além impactar o contexto do mundo globalizado, representa novos desafios práticos e teóricos que, sugerem um novo nível de atuação das áreas, bem como mudanças no futuro deste relacionamento, que ainda hoje é tratado de forma hierarquizada. Posto isso, questiona-se: quais as consequências práticas e epistemológicas advindas do relacionamento entre o design e o marketing sobre os respectivos campos e a conjuntura atual, considerando-se os interesses, as características e a inevitável coexistência das áreas no complexo ambiente globalizado? Com efeito, analisando-se a questão central, tendo como base, os panoramas passado, atual e futuro deste relacionamento, decidiu-se pelo uso de duas técnicas de coletas de dados. Esta pesquisa baseou-se em métodos qualitativos, por isso, primeiramente, optou-se pelo uso de uma abordagem teórica, à luz da revisão bibliográfica, com o intuito de situar o problema e apresentar os principais eventos e conceitos relacionados ao tema. Em segundo lugar, optou-se pelo uso de entrevistas semi-estruturadas com respondentes da área de design, em busca de dados pertinentes e relevantes sobre o panorama da interação entre o design e o marketing e suas consequências. A presente pesquisa tem caráter exploratório, não exaustivo e pretende colaborar com o campo do design, como subsídio para a reflexão de outros pesquisadores. Por este motivo, optou-se pela pesquisa qualitativa, que propicia, dentre outras coisas, a reflexão mediante a correlação entre a teoria e prática. Posto isso, conclui-se que há uma expressiva relação entre a interação dos campos do design e do marketing que projeta novos cenários e novas perspectivas futuras. / On the borders and territories of design and marketing, weigh the influence of endogenous factors, from novelties and controversies inherent areas, and exogenous, caused by the current conjuncture socioeconomic, cultural and environmental. This, in addition to impacting the context of a globalized world, poses new practical and theoretical challenges the suggest a new level of performance areas, as well as changes in the future of this relationship, today is still is treated in a hierachical way. That said the question is: What are the practical and epistemological consequences arising from the relationship between design and marketing on their respective areas and current situation, considering the interests, characteristics and inevitable coexistence of areas in the complex globalized environment? This research was based on qualitative methods, so first, we opted for the light of the literature review, in order to situate the problem and the present the main concepts and events related to the theme. Secondly, we chose to use semi- structured interviews with respondents from the design area, looking for pertinent and relevants data panorama of the interaction between design and marketing and it consequences. This research is exploratory, not exhaustive and intends to collaborate with the design area , as a subsidy for the reflection other stakeholders. For this reason, we chose to qualitative research, which provides, among other things, a reflection upon the correlation between theory and practice. That said, it is concluded that there is a significant relationship between the interaction of the fields of design and marketing designing new scenarios and new prospects.

Sobre as fronteiras e territórios do design e do marketing pesam a influência de fatores endógenos, provenientes de novidades e controvérsias inerentes aos campos, e exógenos, advindos da atual conjuntura socioeconômica, cultural e ambiental. Isto, além impactar o contexto do mundo globalizado, representa novos desafios práticos e teóricos que, sugerem um novo nível de atuação das áreas, bem como mudanças no futuro deste relacionamento, que ainda hoje é tratado de forma hierarquizada. Posto isso, questiona-se: quais as consequências práticas e epistemológicas advindas do relacionamento entre o design e o marketing sobre os respectivos campos e a conjuntura atual, considerando-se os interesses, as características e a inevitável coexistência das áreas no complexo ambiente globalizado? Com efeito, analisando-se a questão central, tendo como base, os panoramas passado, atual e futuro deste relacionamento, decidiu-se pelo uso de duas técnicas de coletas de dados. Esta pesquisa baseou-se em métodos qualitativos, por isso, primeiramente, optou-se pelo uso de uma abordagem teórica, à luz da revisão bibliográfica, com o intuito de situar o problema e apresentar os principais eventos e conceitos relacionados ao tema. Em segundo lugar, optou-se pelo uso de entrevistas semi-estruturadas com respondentes da área de design, em busca de dados pertinentes e relevantes sobre o panorama da interação entre o design e o marketing e suas consequências. A presente pesquisa tem caráter exploratório, não exaustivo e pretende colaborar com o campo do design, como subsídio para a reflexão de outros pesquisadores. Por este motivo, optou-se pela pesquisa qualitativa, que propicia, dentre outras coisas, a reflexão mediante a correlação entre a teoria e prática. Posto isso, conclui-se que há uma expressiva relação entre a interação dos campos do design e do marketing que projeta novos cenários e novas perspectivas futuras. / On the borders and territories of design and marketing, weigh the influence of endogenous factors, from novelties and controversies inherent areas, and exogenous, caused by the current conjuncture socioeconomic, cultural and environmental. This, in addition to impacting the context of a globalized world, poses new practical and theoretical challenges the suggest a new level of performance areas, as well as changes in the future of this relationship, today is still is treated in a hierachical way. That said the question is: What are the practical and epistemological consequences arising from the relationship between design and marketing on their respective areas and current situation, considering the interests, characteristics and inevitable coexistence of areas in the complex globalized environment? This research was based on qualitative methods, so first, we opted for the light of the literature review, in order to situate the problem and the present the main concepts and events related to the theme. Secondly, we chose to use semi- structured interviews with respondents from the design area, looking for pertinent and relevants data panorama of the interaction between design and marketing and it consequences. This research is exploratory, not exhaustive and intends to collaborate with the design area , as a subsidy for the reflection other stakeholders. For this reason, we chose to qualitative research, which provides, among other things, a reflection upon the correlation between theory and practice. That said, it is concluded that there is a significant relationship between the interaction of the fields of design and marketing designing new scenarios and new prospects.

The purpose of this research is to identify the resources and capabilities utilised for brand development and internationalisation of entrepreneurial womenswear designer fashion enterprises (DFEs). Tis thesis presents an original contribution to knowledge by using the concept of dynamic capabilities as a ‘lens’ to explore the creation of brand identity in the context of the international fashion system. In the pursuit of its aim, this research defines a dynamic capability process of DFE brand development through the codifcation of elements of brand identity, recognising the infuence of co-creation experiences. Furthermore, this thesis identifies the characteristics of DFE internationalisation behaviour, defining how the processes of brand development and internationalisation are related to each other and embedded in the capabilities of the DFE. Entrepreneurial DFEs, recognised within the fashion media as ‘emerging designers’, are increasingly identified as key sectors for economic growth. These enterprises are largely wholesale, highly internationalised operations within the SME sector, strengthened and supported by a broad network. However, signifcant focus within academic literature centres on branding or internationalisation in relation to fashion retail or established luxury firms, ignoring entrepreneurial DFEs who are sources of innovation and creativity for the fashion industry. This research fills a gap in the academic literature by examining the brand development and internationalisation processes of entrepreneurial DFEs operating in the contemporary context of the global fashion industry. Using grounded theory to examine the practice of entrepreneurial DFEs based in London and New York, this research incorporates theoretical sampling to direct data gathering from semi-structured in-depth interviews, observation at London, New York and Paris fashion weeks, and analysis of websites, social media and press. Constant comparative analysis refined emerged concepts into sub-categories, properties and dimensions surrounding the core category of the ‘collection lifecycle’. The findings of this research are organised according to aggregate dimensions of brand identity elements, and a hierarchy of operational routines, dynamic capabilities and organisational learning. This research finds that for DFEs, the development of brand identity is a dynamic capability process embedded in and emergent from operational routines and capabilities. As a resource, the brand guides internationalisation. In turn, internationalisation behaviour requires interaction within the global fashion system that operates as a source for organisational learning, further adapting the DFE’s brand to align with market opportunities. In the explanation of this process, this research presents a theoretical framework and a series of eight propositions defining the product development activities, operational resources and capabilities, dynamic brand development capabilities and process of organisational learning that impacts brand identity creation and internationalisation.

The engineering consulting industry in South Africa witnessed an overwhelming growth before the 2010 Fifa World Cup. The country had a lot of infrastructural development that needed the services of consulting engineers. A lot of people saw the challenge as a business opportunity and started their own consulting engineering companies. The demand for consulting engineering services was high before the 2010 Fifa World Cup; this changed after the completion of projects that were due for the world cup and some had to close or retrench staff due to scarcity of projects. The completion of 2010 Fifa World Cup projects is not the only challenge faced by the engineering consulting sector; government policies such tendering and procurement procedures that do not acknowledge performance, lack of funding etc. It is therefore important that companies look for better ways of gaining competitiveness in order to get more projects. These companies must not only rely on government projects but do marketing on the private sector as well. The purpose of the research is to assess and develop a marketing strategy for Company X Consulting engineers. A literature study on most successful marketing strategies employed by other service oriented companies was conducted. The literature study also comprised of the perception of marketing amongst consulting engineering companies. From the literature study mentioned above; questionnaires were drawn towards the development of a marketing strategy for Company X consulting engineers. The findings of the questionnaires were analysed and recommendation were made for the development of a marketing strategy for Company X.

No description available.

Definition of marketing specifics in public transportation service utilities. Analysis of marketing communication instruments of the České dráhy, a.s. company, in the railways stations rooms. Proposal of possible improvements for effective communication.

Univ., Diss.--Bern.

The aim of this thesis is to show how to design a commercially successful website and what are the possibilities of its succesive promotion. First a user research and analysis of competition is done and on the basis of this a new website is designed and created. After its implementation this site is then supported by several online marketing tools.

The aim of my diploma thesis was to design a digital campaign for Atos IT Solutions and Services, s.r.o., which offers solutions in the B2B market. In the theoretical part of the thesis I have described the concepts related to marketing, digital marketing, the tools used in this field and the steps that the digital campaign goes through, Market analysis, SWOT analysis, campaign goals, target group, campaign budget. In the analytical part, I introduced Atos IT Solutions and Services, s.r.o. company, which operates in the IT sector and offers digital solutions to other companies that are active on the Czech market. At the beginning of this chapter, I analyzed the company's existing marketing activities so that we could, if necessary, build on the company's current activities.