Esta dissertação procurou investigar as condições de trabalho em uma central de atendimento telefônico ligada a um banco público. A unidade em foco é terceirizada e seus empregados exercem mesmas tarefas que funcionários concursados. A unidade de teleatendimento possui alto grau de informatização e combina características de organização tayloristafordista com gerenciamento toyotista, apresentando especificidades decorrentes da utilização de mão-de-obra num contexto marcado pela flexibilização nas formas contratação e conseqüente redução de direitos laborais de terceirizados em relação aos funcionários efetivos do banco. O objetivo geral foi o de questionar suposta neutralidade da tecnologia quando mediadora da relação capital x trabalho. Por ser uma pesquisa qualitativa, partimos de bibliografia que nos auxiliasse na comprovação dessa hipótese, a de que a tecnologia foi apropriada pelo capital e a este serve na medida em que permite a intensificação do ritmo de trabalho, aumento no controle dos resultados e a conseqüente aceleração no ritmo de acumulação. Os argumentos de que a ciência pouparia o ser humano do esforço físico desnecessário e o libertaria para desenvolver atividades ligadas ao intelecto se verificou em parte, sem, no entanto, diminuir o grau de exploração sobre o trabalhador, verificado pela precarização crescente nas formas de contratação, gerando um novo mundo do trabalho. Questionários mistos foram utilizados junto a trabalhadoras da empresa terceirizada, no intuito de identificar o perfil socioeconômico, o histórico profissional, as condições de trabalho e qual a percepção como classe trabalhadora. Identificamos que o grau de controle e o ritmo de trabalho se constituem em formas de intensificação na exploração, propiciada pela combinação de técnicas gerenciais da era fordista e pela utilização de sistemas de controle baseados na informática, constituindo o aparato tecnológico, uma dimensão do capital. / This thesis sought to investigate the working conditions in a call center subordinated to a public bank. The telemarketing unit under study is outsourced, and their employees perform the same tasks as direct permanent employees. The telemarketing unit has a high degree of computerization and combines features of Taylorist-Fordist organization with Toyotist management. Labor force use characterized by flexibility and a reduction of labor rights of the outsourced employees compared to the permanent employees of the bank. The hypotheses that guided this research is that technology, far from being neutral, serves the interests of capital as far as it contributes to intensification of labor, increased labor control and, as a result, to the acceleration of capital accumulation. The arguments that science would save human beings from unnecessary physical effort to liberat and develop activities related to the intellect occurred in part, without,however, reduce the degree of exploitation of the employee, revealed by the growing labor insecurity. Questionnaires to the outsourced company workers were used to obtain data aiming to identify the socioeconomic, occupational history, working conditions and the self-perception as working class. We found that the degree of control and intensified labor pace provided by the combination of Fordist management techniques era and control systems based on computer, are increasing labor exploration. In this regard, the technological apparatus can be seen as a dimension of capital.

The thesis "The Launch and Growth of the Reader's Digest Phenomenon on the Czech Media Market" recounts the history of the Reader's Digest Association (RDA) and its Czech affiliated company, Reader's Digest Výběr s.r.o. The first part of the thesis presents a chronological overview of the RDA's development from its founding to the present day. The second part describes and characterizes the RDA's first and best known product, Reader's Digest magazine. The magazine also engages in thematic analysis, which determines the specific themes of its content. The thesis describes the RDA's activities in the international sphere, focusing primarily on its Czech affiliate, namely on both its production and the marketing methods used by this Czech company.

The purpose of this study was to increase the understanding of the effectiveness of different forms of direct marketing ? namely direct mail, direct email and social networks advertising. According to the analysis results the direct mail was offered for the real launch of the product. This decision was confirmed by multi-criteria decision method, which also includes different weight of each criterion.

隨著國人保險知識水準的提昇、消費習慣的改變，過去壽險業務人員採緣故銷售的方式已日漸受到部份有自我主張、講求便利性、不喜歡受人打擾的顧客所排斥。而傳統行銷方式所造成的人事成本居高不下，也使得許多新壽險公司的初期財務負擔沈重。因此本文提出此種行銷方式—直效行銷（Direct Marketing），並針對直效行銷領域中之直接回應行銷（Direct Response Marketing）—非透過業務員、代理人或是經紀人等任何中間人介入的銷售模式，就壽險業的特性進行探討與研究。 由於國內保險直接回應行銷仍處於萌芽階段，為了能發掘出初步的見解，並提供進一步研究的空間，本研究採取探索性研究（Exploratory Research），希望藉由文獻的探討與保險人實際經驗的分析，達到以下的目的： 1.了解企業組織和行銷組合對於保險直接回應行銷的影響。 2.了解直接回應行銷於保險運用上的特殊性。3.了解直接回應行銷於台灣壽險市場運用的可行性及其所應扮演的角色。 本研究發現，在公司組織方面，具有多個分公司的保險人在保險直接回應行銷上可以發揮規模經濟的效果，而組織內部堅定的支持與承諾將足以影響直接回應行銷的成敗，且直接回應行銷在保險行銷中應居於輔助的地位，尚無法完全取代現有的業務員系統。在保險直接回應行銷的特質方面，保險直接回應行銷產生的利潤主要來自於忠誠保戶的比例以及其產生的終身價值，而保戶透過此方式購買保險的原因，乃出於其所能提供的便利性與良好的服務，並非價格，同時產品設計若能與業務員銷售之產品有所區別，將有助於降低銷售管道的衝突。 在台灣壽險市場運用的可行性評估方面，由於媒體的普及與國內法規的嚴格規範，將有助於保險直接回應行銷的發展。直接回應行銷能夠提供壽險公司另一個新的銷售管道，提高公司的整體競爭力，對於中小型的壽險公司而言，若能設計獨特的保險產品並開發新的直接回應行銷媒體，將能在競爭激烈的壽險市場中取得優勢。但在直接回應行銷日漸發展，公司欲擴大其經營規模時，則需積極發展業務員系統才能有效地彌補直接回應行銷之不足，為公司帶來最大的利潤。 第一章 緒論 第一節 研究背景與研究動機 第二節 研究範圍與研究目的 第三節 觀念架構與研究方法 第四節 相關文獻探討 第五節 全文安排 第二章 保險直接回應行銷之介紹與應用 第一節 保險直接回應行銷的定義與優勢 第二節 保險直接回應行銷的歷史與興起背景 第三節 保險直接回應行銷的媒體 第四節 保險直接回應行銷活動的規畫與實施 第五節 國外保險直接回應行銷概況 第六節 國外保險直接回應行銷媒體之運用與個案 第三章 個案描述與分析 第一節 A人壽保險公司 第二節 B人壽保險公司 第三節 C人壽保險公司 第四節 D人壽保險公司 第五節 E人壽保險公司 第六節 個案分析 第四章 保險直接回應行銷特質之剖析與探討 第一節 保險直接回應行銷與組織特質的關係 第二節 保險直接回應行銷與行銷組合的關係 第三節 保險直接回應行銷對台灣壽險業的影響 第五章 結論與建議 第一節 研究結論 第二節 研究建議 參考文獻 / Because of the development of Taiwan*s insurance market and the change of customers* purchasing habits, the sale of life insurance by agents, effected mostly by human relationship, has been becoming redundant for customers who have their own way of thinking, enjoy convenience, and dislike disturbances. The high initial expenses of traditional marketing channels are also becoming a heavy burden for life insurers, especially for new entrants. This is the motivation of the thesis which discusses other possible marketing strategies: Direct Response Marketing, one specific branch of Direct Marketing, which focuses on the sale process through intermediaries other than agents and brokers. The thesis then follows by the discussion and research into the characteristics of the life insurance industry. Since the domestic insurance direct response marketing development is in its initiate stage, the thesis adopted the method of Exploratory Research to explore and supply room for further conceptual research. By essay discussions and analysis of practical insurance operational experiences, we hope to achieve the following objectives: 1. To acknowledge how enterprise organizations and marketing combinations affect insurance direct response marketing. 2. To specifically identify how direct response marketing applies to insurance operations. 3. To discuss the feasibility and the roles of insurance direct response marketing in the Taiwan life insurance market. With respect to enterprise organizations, insurers that have more branches will have economies of scale on insurance direct response marketing. The success of direct response marketing will also rely on the organizational support and the acceptance by internal executives. Direct response marketing should only play an assistant role in insurance marketing and can not completely replace the current agency system in the near future. In the aspect of insurance direct response marketing, the profit produced by insurance direct response marketing mainly comes from the proportion of loyal policyholders and their whole-life-values. The reason that customers purchase insurance products through this direct method is mainly due to the convenience and good service it can supply, not price. Meanwhile, it is important to distinguish products between direct response marketing and agent sales to help avoid conflicts of the two channels. In assessing the feasibility of the Taiwan life insurance market, we find that the popularity of the communication media together with the tight regulatory restrictions help the development of direct response marketing. Direct response marketing provides life insurers a new sales channel to enhance their integrated competitiveness. For small to medium sized insurers, designing an unique insurance product and developing new direct response media, will achieve benefits and advantages in this fierce competitive insurance market. However, while direct response marketing is becoming stronger and insurers need to expand their operational scale, insurers will still need to improve the current agency system to compensate for the weaknesses of direct response marketing and to maximize profits.

Direct response advertising in the financial services industry in South Africa has become one of the most important tactics companies utilise to build and maintain market share. Ensuring that these advertising campaigns yield optimal return on investment numbers is the responsibility of marketing departments and their partners in the marketing and sales processes, such as the creative and media agencies, the distribution force, as well as the client service area that supports the client value proposition. The marketing executive therefore is accountable for the planning, budgeting and execution of direct response campaigns, which need to deliver sufficient results to support the company’s overall business objectives. The challenge all marketers face is the lack of a proven structured and scientific methodology to facilitate this planning, budgeting and execution process. It has always been a general view in the marketing fraternity that it is extremely difficult if not impossible to combine creative output measures, which are subjective in nature, with cost, sales and profit measures, which are objective in nature. This study aims to create a structured approach to marketing strategising and planning, by creating a marketing metrics model that enables the marketing practitioner to budget according to output needed to achieve the overarching business objectives of sales, cost management and profit. This marketing metrics model therefore unpacks the business drivers in detail, but through a marketing effort lense, to link the various factors underlying successful marketing output, to the bigger business objectives. This is done by incorporating both objective (verifiable data, such as cost per sale) and subjective variables (qualitative factors, such as creative quality) into a single model, which enables the marketing practitioner to identify areas of underperformance, which can then be managed, tweaked or discontinued in order to optimise marketing return on investment. Although many marketing metrics models and variables exist, there is a gap in the combination of objective and subjective factors in a single model, such as the proposed model, which will give the marketer a single tool to plan, analyse and manage the output in relation to pre-determined performance benchmarks. / Business Management / DCOM (Business Management)

Direct response advertising in the financial services industry in South Africa has become one of the most important tactics companies utilise to build and maintain market share. Ensuring that these advertising campaigns yield optimal return on investment numbers is the responsibility of marketing departments and their partners in the marketing and sales processes, such as the creative and media agencies, the distribution force, as well as the client service area that supports the client value proposition. The marketing executive therefore is accountable for the planning, budgeting and execution of direct response campaigns, which need to deliver sufficient results to support the company’s overall business objectives. The challenge all marketers face is the lack of a proven structured and scientific methodology to facilitate this planning, budgeting and execution process. It has always been a general view in the marketing fraternity that it is extremely difficult if not impossible to combine creative output measures, which are subjective in nature, with cost, sales and profit measures, which are objective in nature. This study aims to create a structured approach to marketing strategising and planning, by creating a marketing metrics model that enables the marketing practitioner to budget according to output needed to achieve the overarching business objectives of sales, cost management and profit. This marketing metrics model therefore unpacks the business drivers in detail, but through a marketing effort lense, to link the various factors underlying successful marketing output, to the bigger business objectives. This is done by incorporating both objective (verifiable data, such as cost per sale) and subjective variables (qualitative factors, such as creative quality) into a single model, which enables the marketing practitioner to identify areas of underperformance, which can then be managed, tweaked or discontinued in order to optimise marketing return on investment. Although many marketing metrics models and variables exist, there is a gap in the combination of objective and subjective factors in a single model, such as the proposed model, which will give the marketer a single tool to plan, analyse and manage the output in relation to pre-determined performance benchmarks. / Business Management / DCOM (Business Management)