Abstract This paper presents a case study of Taiwan Buddhism website. It discusses different strategies that may be used for preaching Buddhism in the Buddhism website, the differences between web-based learning and commerce learning offered by the Buddhism website, the development of Chinese Buddha in the 21st Century, helpfulness of internet to various kinds of religions, and the benefits from internet marketing to the religious groups. Also in comparing the methods and strategies for preaching doctrines of religious groups, we compare the traditional model with the internet one. In addition, this article aims to explore the internet users¡¦ satisfaction levels toward the Taiwanese Buddhism websites using internet integrated marketing communications strategies. This research uses the questionnaire survey as the research method to understand the acceptance of Buddhism internet users. We aim to explore if the Buddhist eCollege on the Buddhism website to meet expectation of Buddhism internet users via questionnaire survey analysis. According to the preliminary analysis of the result of questionnaire survey, we understand the result of sample via basic information statistic of users and satisfaction data analysis of each dimension to understand the feeling of users after filling in the questionnaires and surfing FGS Tienyen Buddhist eCollege to serve as the reference of constructing the satisfaction model of the said website. The results show that the style of preaching presented on the website of the religious groups can meet the requirement of internet users of Buddha website in both the tangible and intangible aspects from satisfaction level of each dimension. In addition, it does affect the internet users both in their daily lives and careers.

With the social progress in Taiwan, people have a wider choice of forms of recreation. Many changes have taken place in Taiwan's theaters since 1980 when theaters set up sequentially. Although some theaters have grown up and some vanished, as a form of recreation, the role of theater art has become more and more important. A theater has to count on box office to survive. In Taiwan, a main income of theater is the box office, which is chiefly concerned with its marketing strategies. In the past few years, performing arts groups have gradually adopted the business concepts of administration and marketing. It is impossible for the audience to perceive the full content and quality of a performance before making a purchase decision. Instead, the audience has to depend on past experiences, praises from others, or the promotional messages to support the decision. Among those, a theater can have a large control over the promotional messages sent out through their marketing channels. The traditional marketing strategies emphasized on delivering messages to target markets, but neglected their consistency. Thus, the communications elements, such as advertising, direct marketing, sale promotion, public relations, etc., were executed respectively, and could not approach the optimal effectiveness. Hence, Integrated Marketing Communication (IMC) rose up in 1990s and brought a new trend in marketing. The objective of this paper is to evaluate the IMC application in Ping-Fong Action Troupe by case study and in-depth interview. In the end, the researcher summarizes the IMC application in Ping-Fong Action Troupe on each tool, exams the consistency, and states researcher's own advices.

In a highly dynamic and complex environment, brand marketing is arduous but crucial to any enterprise which seeks to succeed in the global market place. How does a brand overcome numerous challenges to become rooted in the minds of the target audiences, and how is strong brand equity built? A new marketing concept, Integrated Marketing Communications (IMC), emerged in the 1990s to answer this question. The theory highlights ¡§integration¡¨ by harmonizing various marketing messages to create ¡§synergy¡¨ for a brand and is based on an outside-in database to build relationships with target audiences to advance brand value. This study applies IMC to brand marketing, using BenQ as a case study. In a comprehensive probe into BenQ¡¦s brand marketing, most of IMC¡¦s important concepts are incorporated in the analytical framework of this research. The first element is that IMC depends on cross-functional design with support from the top and senior managers. The second element, outside-in databases are at the center of IMC and act as an engine for the sequential various marketing communication activities. A company should establish its integrated database and statistically analyze the database regularly to determine market trends. Following on an understanding of target audiences, obtained from the database, multiple marketing communication tools (the third element) should support brand marketing in a coherent and synergistic way. Messages and activities must follow principles of consistency, integration, clarity, systematization, economics, and concentration. The fourth element shows that IMC¡¦s target audiences are not confined just to customers, prospects or end customers but include all selected target audience groups. Differences among these target audiences must be considered. The fifth element emphasizes that a successful brand is nothing more than a special relationship underpinned by two-way communications. These five elements of IMC must be considered interactively, without focusing on an individual factor in isolation. A successful integrated marketing communications program is a circular system. Results in this study indicate that BenQ reflects IMC concepts on brand marketing. BenQ¡¦s Marcom team is a cross-functional design with support from the top and senior managers to undertake brand marketing. With clear outside-in thought, BenQ integrates various marketing communication tools to solicit actively target audiences¡¦ data for inclusion in a database, and to mold a brand image consistent with the brand mission. Efforts made to understand comprehensive target audiences through distinct channels lead to mutual relationships between BenQ and target audiences. Some disadvantages as follows arise when IMC is applied to brand marketing. Many data concerning target audiences are dispersed in various databases of BenQ without an integrated linkage. BenQ does not regularly analyze or utilize a database for brand marketing, but sometimes relies on purchasing data from external sources. In addition, marketing communication tools are not typically derived from a database and the data in the database are not very detailed. Also, the tracking of post-purchase results and responses could be reinforced. The evaluation of performances can be more tightly connected to BenQ¡¦s core mission in brand marketing. Removing these gaps between what BenQ has done, and the ideal IMC framework, will yield great brand equity.

The effective integration of multiple communication techniques is becoming increasingly complex, with the ongoing development of new media. The development of Web 2.0 and the growth of social media provides marketers with additional, possibly even alternative, marketing communication channels. This research explores the integration of social media, specifically Facebook, and the marketing decision making considerations from the context of the integrated marketing communications (IMC) construct.The study surveyed three consumer facing businesses to understand how marketers make decisions, determine if social media leads to more effective marketing and to understand if and how effectiveness is measured. A qualitative multiple case study method was selected which included interviews, direct observation and document reviews.The findings provide insights into marketing decisions relative to the integration of social media. This is complimented by a view of how effectiveness of social media can be measured in the marketing communications sphere. The issue of ROI remains a challenge and only one case successfully deploys this metric. In conclusion, the increasing complex business and marketing environment does not have a simple solution; therefore the Complex Marketing Communications Deployment (CMCD) model is proposed as a framework for reviewing the entire marketing communication system and to integrate new media. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

The purpose of the research: development and scientific substantiation of theoretical provisions and practical recommendations for the management of integrated marketing communications, taking into account the specifics of the development of tourism industries in China and Russia. / Данная работа посвящена разработке и научному обоснованию теоретических положений и практических рекомендаций по управлению интегрированными маркетинговыми коммуникациями, учитывающих специфику развития туристических отраслей Китая и России.

<p>As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.</p><p>In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented. The three sections are ultimatley supposed to establish a part of the entirety of Event Marketing.</p><p>This essay is a commission from the building company Skanska in Sweden, with the purpose of throwing a new light on their customer-oriented event Skanskadagen in the south-east district of the Swedish market. We have performed eleven qualitative interviews; nine with management and personnel within Skanska, and two with event managers from two different bureaus in Sweden. As a complement to these interviews, we have studied literature, documents, and articles – with and without a scientific basis. The conclusions and recommendations are presented in chapter 8.</p><p> </p>

<p>There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector.</p><p>The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academic world. Therefore, little is known about storytelling from a business administration perspective, more specifically marketing communication, which is our field of interest in this thesis.</p><p>The purpose of this thesis is to study and analyze storytelling and how it is used as marketing communication in the Swedish hospitality industry.</p><p>To fulfill our purpose, a qualitative study with an inductive approach was chosen as suitable. Primary data was gathered through interviews with managers from nine different hotels, which all work actively with storytelling. Theories regarding service marketing, marketing communications, and storytelling helped us to collect appropriate empirical data and also to structure the analysis.</p><p>Storytelling in the hospitality industry is an identity or an image, and the purpose of using storytelling is to be remembered and to mediate a feeling. As a concept, it requires attributes and a certain level of truth is important to remain trustworthy. Furthermore, storytelling facilitates the communication process between the hotels and their customers and it often strengthens customers’ attitudes towards the hotel. Both private and business customers are attracted by stories, but it is easier to communicate the story to large groups during a conference. It is however difficult to mediate the whole concept through marketing communication tools as it is too compound. Storytelling facilitates an integrated marketing communication as it becomes an image and word of mouth is increased due to that people talk about the unexpected.</p>

A melhoria contínua do posicionamento competitivo é, atualmente, um dos grandes desafios das empresas inseridas no dinâmico mercado global. Nesse cenário, considera-se que a interação dos vários setores da organização contribui para o aumento da sua capacidade de conhecer as nuances que afetam sua cadeia de distribuição. Além disso, compreende-se que a comunicação é um elemento vital para a empresa se fazer entender pelos seus públicos e que a comunicação integrada de marketing (CIM) possui uma valiosa ferramenta a força de vendas que necessita ser estimulada pelos gestores a utilizar outras ferramentas da CIM, a fim de prestar serviços diferenciados aos canais de distribuição. O objetivo é analisar a gestão da venda no processo de CIM, identificando como a força de vendas contribui para a melhoria do posicionamento competitivo no trade. Para alcançá-lo, foram analisados a geração de valor para o cliente; a administração estratégica e a de vendas; a vantagem competitiva e o modelo de posicionamento competitivo; o mercado empresarial e seu comportamento de compra; a CIM; o relacionamento com o cliente e o pós-venda. Ao final da fundamentação teórica, propôs-se uma sistematização da interação da venda com a CIM, na qual se procurou alinhar as atividades da equipe de vendas com o intuito de maximizar o seu atendimento aos diversos tipos de clientes. Ainda para a consecução do objetivo, foi realizada uma pesquisa de campo com a utilização do método de estudo de caso. A empresa pesquisada foi escolhida em razão de sua relevante participação no segmento em que atua. Também foram realizadas entrevistas com gerentes, vendedores e consultores de campo da empresa selecionada e com gerentes e compradores dos canais de distribuição e a análise delas foi muito valiosa para a elaboração da sistematização da interação da venda com a CIM. Esse novo olhar em direção ao pleno atendimento das exigências do trade no segmento de empresas de saúde animal pode vir a ser uma das ferramentas importantes para a obtenção de um posicionamento competitivo mais sólido. / Continuous improvement of competitive positioning is currently one of the great challenges of companies incorporated in the dynamic global marketplace. In this scenario, it is considered that the interaction of various sectors of the organization contributes to its increased ability to understand their distribution chain. Furthermore, the communication is a vital element for the company to make themselves understood by their audiences and the integrated marketing communications (IMC) has a valuable tool - the sales force - which must be supported by managers to use other tools of the IMC in order to provide differentiated services to distribution channels. The objective of this study is to analyze the process of selling and IMC, identifying how the sales force helps to improve the competitive position in the trade. To achieve this, was analyzed the generation of customer value, strategic management and sales, competitive advantage and competitive positioning model, the enterprise market and their buying behavior, the IMC, the customer relationship and after sale. At the end of the theoretical foundation, it was proposed a systematization of the interaction of IMC with the sale, in which he sought to align the activities of the sales team in order to maximize its service to different types of customers. Even to achieve the goal, was performed a field survey using the method of case study. The company analyzed was chosen because of his outstanding participation in the segment in which it operates. Were also conducted interviews with sales managers and their sales force of the company and with channels managers and the buyers of these channels of distribution. This analysis was very valuable to the development of systematic interaction with the sale management and the IMC. This new look towards full compliance with the requirements of trade in the sector of animal health companies might be one of important tools to achieve a stronger competitive position.

The sport industry has become an enormous cultural and economic force across the globe. Yet it is one that is largely understudied in regards to public relations. In the United States, intercollegiate athletics—particularly football and men’s and women’s basketball—garners a tremendous amount of attention from media, the government, sports fan communities, merchandisers and scholars. However, there is scant research on public relations within intercollegiate athletics departments. Therefore, the purpose of this study is to learn how intercollegiate athletics directors (ADs) from National Collegiate Athletic Association (NCAA) Division I institutions with major basketball programs understand public relations, overall and in the context of men’s and women’s basketball coaches. For this study, a phenomenological approach was used. Twelve ADs were interviewed, and their transcripts were analyzed using comparative analysis procedures. The findings show that the overall understanding of public relations to the participants is integrated impression management: a combination of image, message, and action/interaction. The ADs associated public relations with marketing, branding, communication, media relations, community/university relations, fundraising and crisis management. They expressed a range of responsibility within their organizations for public relations, as well as related issues and challenges. They also associated some specific responsibilities and challenges regarding public relations to the context of men’s and women’s basketball coaching. The results of this study imply that despite some scholars’ insistence that public relations is a distinct discipline from marketing, executives do not necessarily separate the two. The findings of this study aid in understanding how public relations might be evolving within intercollegiate athletics. Learning how those with power and influence in this industry understand public relations can help intercollegiate athletics departments with the root and ramifications of some major challenges. For scholars, this presents an opportunity to test and develop theory, as well as to identify trends, changes and solutions for public relations in an industry with cultural power and influence.

As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages. In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented. The three sections are ultimatley supposed to establish a part of the entirety of Event Marketing. This essay is a commission from the building company Skanska in Sweden, with the purpose of throwing a new light on their customer-oriented event Skanskadagen in the south-east district of the Swedish market. We have performed eleven qualitative interviews; nine with management and personnel within Skanska, and two with event managers from two different bureaus in Sweden. As a complement to these interviews, we have studied literature, documents, and articles – with and without a scientific basis. The conclusions and recommendations are presented in chapter 8.