Zugl.: München, University der Bundeswehr, Diss., 2006.

Universiẗat, Diss., 1998--Cottbus.

Thesis (Ph.D.)--Ohio University, March, 2010. / Title from PDF t.p. Release of full electronic text on OhioLINK has been delayed until April 1, 2015. Includes bibliographical references.

Thesis (MBA)--Stellenbosch University, 2012. / Marketing managers are increasingly being held accountable for measuring value adding related to marketing expenditure. The increasing trend of specialisation in the business environment has resulted in increasing efficiencies in work practices and therefore increased the knowledge associated with each function. It was the purpose of this study to demonstrate the fundamental need for marketing measurement and marketing metrics in the franchise restaurant business. It furthermore demonstrated the importance of the alignment of marketing metrics with marketing strategy. The study highlighted the necessity of aligning marketing metrics with the marketing strategies used by a South African franchise restaurant business. This study addressed the need for measuring marketing initiatives by applying marketing metrics as a method to measure the marketing effectiveness of Maxi’s, a SMME restaurant franchise group in South Africa. This study was based on exploratory research and the basis of collecting the data was by means of interviews, as well as documentary secondary data, therefore the data analysis followed both qualitative analysis and quantitative analysis approaches. The analysis showed that the main marketing activity of Maxi’s was the six weekly promotions on specific products. The promotions normally included a breakfast and a lunch special. Maxi’s made use of various advertising media to market the promotion campaigns, including television campaigns, billboards, print advertising in the form of table talkers and pamphlets and internet advertising. Maxi’s applied a number of marketing metrics to measure effectiveness of their marketing spent. The metrics recommended in this research report supplied them with a better range of metrics, in order to improve the effectiveness of their marketing measurement. This research report is of value to academic researchers and marketing professionals.

The master's thesis deals with analysis of use of direct marketing in Československá obchodní banka, a.s. The aim of this thesis is to introduce use of direct marketing in the bank and the process of realization of direct campaigns. Further the aim of this thesis is to analyze financial investments in direct marketing in Československá obchodní banka, a.s. and reveal successful and failed campaigns. On the example of successful and failed campaigns there is conducted analysis and are defined reasons why given campaigns are successful and unsuccessful. For failed campaign there are proposed solutions and improvements.

This study investigates the valuation of Internet-based businesses. In particular the influence of the implementation of an e-business strategy on the value of a business by focussing on its financial performance, will be determined. Although the valuation of businesses in general has been researched extensively, research on the valuation of Internet-based businesses produced contradictory findings. No consensus could be reached regarding the most appropriate valuation approach to be used. Some research findings indicated that the discounted cash flow approach was the most appropriate while others stipulated that a new valuation approach should be developed. Many authors state that the move to include an e-business strategy is natural, and that businesses cannot afford not to include some form of e-business strategy. Previous research has also shown that by including an e-business strategy, it is possible to improve efficiency of the business and ultimately increase profitability. However, there was no emphasis on how the e-business strategy will influence the business valuation. In order to establish whether an e-business strategy will create value for a business, an empirical investigation was undertaken.

Call number: LD2668 .T4 1985 T474 / Master of Science