The convergence of traditional and electronic commerce practices is being driven by the need for businesses to keep up with the ever increasing competition of online retailing. This thesis aims to examine and analyze the possible benefits that may arise via the use and development of rapidly evolving mobile technology, through analyzing the benefits of each of the forms of commerce during outlined stages of retail process, in order to evaluate to what extend the benefits can be combined. The benefits of each form of commerce were studied by observing existing theories and validated as perceived benefits through consumer surveys and management interviews.The theoretical part of this thesis is based on academic literature in the subject of Traditional commerce, Electronic commerce and Mobile commerce. The empirical studies were conducted as both qualitative and quantitative research, with a consumer survey conducted with 350 students, as well as two interviews with managers of retail stores in Västerås, Sweden.Results of the analysis shows that Mobile commerce has a role to play in better combining the benefits of traditional and electronic commerce and results in a combined figure implementing the findings into a working model, which we have dubbed ‘the four I’s of commerce’. The results are aimed at aiding retail managers in determining whether or not to implement a revised business model including the aspect of mobile commerce.

Magistro darbo tikslas - atlikus interaktyvaus marketingo teorinę analizę, parengti interaktyvaus marketingo modelį, tinkamą taikymui realiai veikiančioje įmonėje. Magistro darbą sudaro trys dalys: interaktyvaus marketingo teorinė analizė, interaktyvaus marketingo įdiegimo viešbutyje „Daniela“ galimybių analizė bei rekomendacijos, kaip sukurti viešbučiui „Daniela“ pritaikytą interaktyvaus marketingo modelį. Pirmojoje darbo dalyje yra atlikta interaktyvaus marketingo teorinė analizė, atskleidžiant interaktyvaus marketingo koncepcijos sampratą, nagrinėjami interaktyvaus marketingo strateginiai bei taktiniai sprendimai, identifikuojamos interaktyvaus marketingo priemonės. Antroje darbo dalyje atliekama apgyvendinimo paslaugų rinkos Lietuvoje analizė, taip pat analizuojami šiuo metu viešbutyje „Daniela“ taikomi interaktyvaus marketingo elementai. Trečioje darbo dalyje sukuriamas interaktyvaus marketingo diegimo modelis pritaikytas viešbučiui „Daniela“. / The aim of the master thesis is to prepare the model of interactive marketing and make it usable at the enterprise after theoretical research has been done. The master thesis consists of three parts: theoretical research of interactive marketing, analysis of Hotel „Daniela“ interactive marketing activities, and recommendations how to create interactive marketing model, adapted to Hotel „Daniela“ needs. In the first part of the master thesis the theoretical interactive marketing studies are being done and it includes the analysis of the interactive marketing conception, the strategic and tactical decisions and the tools of the interactive marketing are being introduced. In the second part of the master thesis the accommodation services in Lithuania business is reviewed, also Hotel „Daniela“ interactive marketing activities are analyzed In the third part framed model of interactive marketing for Hotel „Daniela” is presented.

<p>Abstract</p><p>Title: Interactive marketing and Internet - A study of Radi Medical Systems’ educational site (Interaktiv marknadsföring och Internet - En studie utifrån Radi Medical Systems webbplats för kundutbildning)</p><p>Number of pages: 43 (including enclosures 47)</p><p>Author: Daniel Palmgren</p><p>Tutor: Mats Lind</p><p>Course: Media and Communication Studies C</p><p>Period: Spring 2008</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/Aim: The aim of this thesis is to examine if Radi Medical Systems’ educational site has the potential to create value for the company’s customers, and by that promote improved customer relations. Questions asked are: What kinds of visions does the company have for the site? Which services are offered to the customers through the site? How do the customers experience these sInervices?</p><p>Material/Method: Information from interviews with representatives from Radi Medical Systems and their customers, observations of the webpage and information from an internal Radi document concerning the educational site has been collected and analyzed through the use of a theoretical framework, in order to provide an understanding for the questions asked. The visions were discussed and analyzed by general concepts of interactive marketing and Internet. The concepts of need, adaptation, understanding and time, functionality and trustworthy were used to create a theoretical framework regarding customer experience and customer value on a webpage.</p><p>Main Results: Radi sees the educational site as an important mean to create value for their customers, which is a first step towards being able to provide the customers with relevant and functional services. The services offered through the educational site are information about Radi’s products and the clinical areas they represent in so called modules. Other services offered are multiple choice tests and storage of the customer’s results of the tests. These services constitute a complete training-course for the customers. The customers’ experiences of the services show that the modules mainly have the potential to fulfill the needs of the customers looking for elementary information, and that the multiple choice tests and storage of the results, for the most part, could function as value added activities when the hospitals recruit new doctors and nurses. The customers have the understanding and time necessarily to use the educational site, and the customers who were familiar with Radi as a company didn’t ap rehend any problems regarding the trustworthiness of the site. However, the lack of adaptation makes the site less useful for those customers who consider themselves as advanced users of Radi’s products. Imperfections regarding the functionality of the site were also recognized.</p><p>Keywords: Interactive marketing, Internet, Webpage, Educational site, Customer relations, Customer value</p>

Gender encounter during interactive market is indeed a dynamic aspect of a marketing that affects its’ outcome which is to seal sales. The dynamic implication gender encounter has brought about the researching of both same gender and cross gender encounter in this paper. The division and independent investigate of same gender and cross gender encounter had given a clear motive on the gender preference among male and female students towards same/cross gender encounter. In actualizing this purpose, quantitative approach was use while the realist is the explanatory grid which constructed arguments in a deductive manner. In fulfilling the quantitative approach criterion, an online survey was carried out among students at Mälardalen University. Online questionnaire were distributed through a convenient sampling method and 389 valid responses were analyzed. The results shows majority of students prefers same gender encounter to cross gender. Therefore for an interactive marketing section to be successful as regards to gender differences, same gender encounter should be considered.

The purposes of this study, taking National Sun Yat-Sen University¡]NSYSU¡^as an example, are to understand the current status of external marketing, internal marketing and interactive marketing endeavors and also to analyze the perceptive difference in different backgrounds of undergraduates of NSYSU. Based on the results of investigation, conclusions and recommendations has been generated, providing analytical design for higher education institutions and also act as a reference for future research. This study is taking place by the method of interviewing and questionnaire survey. In the section of interviews, a generalized interview summary has been written in the accordance of the documentary analysis. One representative person is selected from among the groups of marketing affairs in National Sun Yat-Sen University, five persons in total and a semi-structured interview method has been adopted. As for the questionnaire survey, based upon the paradigm questionnaires by Wang I-Ting, Lee Chun-Ling, Cheng Jane-Pei et al., a questionnaire was revised from several paradigms by the researcher and named ¡§Questionnaire of National Sun Yat-Sen University Marketing Strategies¡¨, and were delivered to 600 undergraduates of NSYSU with 497 copies returned valid. The results and information collected from the questionnaire were analyzed and compared by statistical methods of item analysis, factor analysis, reliability analysis, mean, standard deviation, t test, one-way ANOVA. After integrating the results both from interviews and questionnaire survey, some conclusions have been reach and several recommendations were raised by the researcher. The conclusions of this research are as follows¡G 1. The current external marketing level of¡@NSYSU is right in the middle level, with perception of ¡§place strategy¡¨ being the highest among students, but the perception experience with ¡§all marketing strategy¡¨ is lowest. 2. The current internal marketing strategy of NSYSU are ¡§refresher course training ¡¨, ¡§participation and authorization¡¨, ¡§positive encourage¡¨, ¡§high-grade environment¡¨ and ¡§congregate the communication¡¨. 3. The current interview marketing level of¡@NSYSU is slightly low, with perception of ¡§service capacity strategy¡¨ being the highest among students, but the perception experience with ¡§service enthusiasm strategy¡¨ is lowest. 4. The senior students have better awareness of school external marketing strategies. 5. The senior students and girl students have better awareness of school interviewing marketing strategies . According the results as stated above, the researcher advances the suggestions for ¡§National Sun Yat-Sen University¡¨, and ¡§Related Research in the Future¡¨, hoping that they can be of referential value as far as related research and practice are concerned.

Abstract Title: Interactive marketing and Internet - A study of Radi Medical Systems’ educational site (Interaktiv marknadsföring och Internet - En studie utifrån Radi Medical Systems webbplats för kundutbildning) Number of pages: 43 (including enclosures 47) Author: Daniel Palmgren Tutor: Mats Lind Course: Media and Communication Studies C Period: Spring 2008 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/Aim: The aim of this thesis is to examine if Radi Medical Systems’ educational site has the potential to create value for the company’s customers, and by that promote improved customer relations. Questions asked are: What kinds of visions does the company have for the site? Which services are offered to the customers through the site? How do the customers experience these sInervices? Material/Method: Information from interviews with representatives from Radi Medical Systems and their customers, observations of the webpage and information from an internal Radi document concerning the educational site has been collected and analyzed through the use of a theoretical framework, in order to provide an understanding for the questions asked. The visions were discussed and analyzed by general concepts of interactive marketing and Internet. The concepts of need, adaptation, understanding and time, functionality and trustworthy were used to create a theoretical framework regarding customer experience and customer value on a webpage. Main Results: Radi sees the educational site as an important mean to create value for their customers, which is a first step towards being able to provide the customers with relevant and functional services. The services offered through the educational site are information about Radi’s products and the clinical areas they represent in so called modules. Other services offered are multiple choice tests and storage of the customer’s results of the tests. These services constitute a complete training-course for the customers. The customers’ experiences of the services show that the modules mainly have the potential to fulfill the needs of the customers looking for elementary information, and that the multiple choice tests and storage of the results, for the most part, could function as value added activities when the hospitals recruit new doctors and nurses. The customers have the understanding and time necessarily to use the educational site, and the customers who were familiar with Radi as a company didn’t ap rehend any problems regarding the trustworthiness of the site. However, the lack of adaptation makes the site less useful for those customers who consider themselves as advanced users of Radi’s products. Imperfections regarding the functionality of the site were also recognized. Keywords: Interactive marketing, Internet, Webpage, Educational site, Customer relations, Customer value

Thesis (M.S.)--Georgia State University, 2008. / Title from file title page. Yanqing Zhang, committee chair; Rajshekhar Sunderraman, Ying Zhu, committee members. Electronic text (64 p. : ill. (some col.)) : digital, PDF file. Description based on contents viewed Nov. 19, 2008. Includes bibliographical references (p. 59-64).

Sustainability is a topic paying a visit to most industries today and the fashion business is no exception.The development of eco-efficient stores is one of the efforts carried out by Inditex Group with the aim to adopt sustainability into its practices. Such stores distinguish themselves for saving electricity, water and by greatly reducing the amount of CO2 that is yearly produced. The concept was initiated with the Zara brand but it will be introduced to the other six brands that integrate Inditex as well. However, despite the reduction in the carbon footprint it cannot be denied that the fast fashion business model creates a paradox in terms of sustainability.The following is a case study on the Zara Rome eco-efficient store. Being a store benchmark in Europe, it explores how the sustainability concept is communicated through this model and if the identified paradox is addressed. To do so, the study analyzes the external, internal and interactive marketing of the eco-shop based on the service marketing triangle theory and the Mehrabian-Russell stimulus-response model used in visual merchandising. Participant observation on site and a content analysis of relevant documents were carried out as research methods in order to find the messages emitted on each side of the triangle.The analysis shows that the paradox in the Zara eco-shops is not being handled at the customer level, though it is being handled at internal and external levels. As a conclusion, the eco-shops effort is part of a sustainability strategy with long term perspective and it will be addressed at customer level when the company as a whole counts with a more sustainable brand identity. Additionally suggestions are offered to potentialize the communication of sustainability in an eco-shop. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

<p>Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors.</p><p>The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations.</p><p>It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.</p><p> </p>

Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors. The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations. It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.