Employees are important endorsers and gatekeepers to authentic conversations brands want to have with their consumers. This research focuses on predictors of employee endorsement. The purpose of the study was to investigate how internal marketing, internal engagement and perceived external prestige influence employees’ propensity to engage in positive word-of-mouth conversations about their company’s brands to their families, friends and close networks. Although the concept of word-ofmouth has received a lot of attention from researchers and practitioners alike, few studies have focused on the perspective of the initiator of word-of-mouth conversations, especially if the sender is employed by the brand being endorsed. From the literature reviewed an endorsement model was developed testing relationships between the constructs of (independent) internal marketing, internal engagement prestige and (moderating) perceived external prestige with (dependent) employee endorsement. A quantitative study was conducted through an email-based survey for which data from 156 employees from a South African bank was used to test hypotheses. A moderated regression was applied to establish the model fit to the data collected. The results of the model confirm that internal marketing and internal engagement are important predictors of employee endorsement. Although an organisation’s external prestige is theoretically important to employees, data reveals that the variable does not have a significant bearing on the relationships between internal marketing and internal engagement with employee endorsement. These findings are relevant for businesses seeking to leverage their employee potential not only in strengthening their branded services when servicing customers also growing their client base with an engaged customer base emanating from authentic trust relationships. / Dissertation(MBA)--University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

This project for Crimson Eagle Global Enterprise is the initial step in developing a strategic business plan. The traditional business plan contains many sections (business description, marketing, competition, operating procedures, personnel, business insurance, and finacial data). Using a different style, this project simply highlights those sections, rather than going into detail.

This thesis is dedicated to the theme „Marketing management of the company” its point is awareness of marketing tools in Czech companies. The diploma thesis consists of theoretical and practical part. Theoretical part presents marketing research, the sorts of the marketing research and procedure of processing, describes the most common marketing tools. The practical part is focused on research of knowledge of marketing management tools, using them, causes of problems and evaluation of importance and satisfaction with separate tools.

This thesis focuses on suggestion marketing strategy for company Wood Cité, which among other things deals with the sale wood products. The theoretical part describes the marketing management and environment. The practical part focuses on specific proposals marketing strategies.

<p>  </p> <p>The objective of the two essays is to understand how to enhance the targeted promotional programs. The first essay focuses on the importance of considering non-compliance to evaluate the target marketing and draw meaningful business implications. The second essay investigates the crucial impact of communication timing to improve the efficiency of promotional programs.</p> <p>The first essay, “Addressing Customer Non-compliance in Causal Studies”: Although numerous studies have examined how to reveal the causal relationship between targeting and customer’s conversion, focusing on the selection bias induced by targeting, the non-compliance issue remains sparse in the marketing literature. To fill this gap, I investigate the importance of addressing non-compliance in target program evaluation. Specifically, I propose a method to infer the causality, given the high proportion of non-compliers. I use propensity score matching and instrument variable method and show about 59% of the target message effects are nullified by non-compliance. Nevertheless, our findings suggest that firms carefully investigate whether compliance induces enough conversion to offset the marketing expense when deploying a multi-channel strategy because the level of customer awareness moderates the effect of the marketing message.</p> <p>The second essay “When Do You Talk to Your Customers? An Empirical Study of the Impacts of Communication Timing in the Prescription Delivery Service Market”: I investigate how to improve the marketing communication of the prescription delivery service that has been rapidly emerging, especially focusing on communication timing. I identify the causal relationship between the communication timing and targeting effect while controlling the potential endogeneity with the instrument method. Interestingly, my findings show contacting patients at the early prescription cycle is far more effective than at the end, despite no need for the refill, but well-awareness of the service can moderate the impact of communication timing. I also show that timing is vital for targeting effectiveness and a firm’s profitability by optimizing call allocation. Specifically, optimal timing targeting generates at least 4.3 times more conversion, inducing 6.6 times more net profits. </p>

Importance of the Study: Over the last decade or so the B2C organizations are making full usage of the social media platform as a tool of their marketing mix. However, the adoption of social media in the marketing activities of the B2B sector has not quite registered the growth which the B2C organizations have. The reason behind this being previous failed experiences of the B2B sector with the social media marketing usage. Furthermore, the B2B firms do not put many efforts in their social media activity as compared to B2C firms. Thus, the study of social media on the marketing management of the B2B firms becomes important. This was done by studying the case of multiple B2B firms and drawing best practices inferences from it. Purpose of the study: The reason why this study has been undertaken is due to the fact the previous studies have focused upon ‘why’ B2B firms have failed to achieve the success which B2C firms have achieved using social media marketing platforms. There is a lack of quality research studies on what techniques the B2B organizations are using currently as there have been rare cases of finding the success with the use of social media for the B2B firms. Thus, the purpose of this study was to research successful marketing techniques used by the organizations which have found success using social media and which can be used by other B2B firms. Methods: The mixed research method was adopted for this study as the study has been divided into two parts qualitative case study method and the quantitative survey method. The cases of five B2B firms namely Huawei, Accenture, Novartis, American Express and Lucid Press was taken to draw inferences about the best marketing techniques for B2B firms on social media. These findings were further validated by the quantitative survey which had 50 B2B marketing professionals randomly selected. Major Findings: Some of the major findings were that the B2B firms use e-books, webinars, case studies and infographics in order to present top to bottom information about their products and services to their B2B clients. Furthermore, when it comes to social networking websites, it was found that LinkedIn was more popular than the Facebook for the marketing of the B2B firm's products and services.

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In light of greater emphasis on horizontal management and team-oriented approaches to product development/management, there is a growing need to better understand interdepartmental integration. To meet this need, this dissertation proposed a model of interdepartmental integration, which distinguished integration as a composite of interaction and collaboration. Incorporating contingency and sociotechnical theories, two main research propositions were developed and served as the foundation for the proposed model: 1) an individual department's attributes will influence its interaction behavior and 2) attribute differences between departments will influence departments' collaboration. A mail survey of marketing, manufacturing, and R&D managers in 860 electronics firms was undertaken to investigate these two propositions and the hypotheses associated with the proposed model. While study results did not convincingly support the given propositions nor a majority of hypotheses, results did indicate that collaboration has a primary influence on performance. Conversely, interaction was shown to have minimal influence on performance, and in certain cases, was shown to even reduce performance. Among other significant findings, interdependence and cooperative goals were identified as two key antecedents to collaboration. This dissertation therefore highlights the need for departments to work together (collaborate) versus simply forcing communication through meetings and documented information exchange (interaction). Collaboration appears to be a key means by which all departments and the entire company can achieve and maintain performance success. / Ph. D.

No / This article investigates the relationships between various types of educational value generated by the Markstrat simulation game. Considering several theoretical models of experiential learning and the research framework proposed by previous studies, an educational value generation model is developed and validated, using primary data collected from 305 UK-based students. Four types of educational value are identified: experience generation, conceptual understanding, skills development, and affective evaluation. The application of structural equation modelling indicates several significant relationships: experience generation has a strong impact on conceptual understanding, and both of them have medium to high direct impacts on skills development. On the other hand, the participants’ perception regarding the professional skills developed during the simulation game determines their affective evaluation of the Markstrat exercise. The model presented in this study is generalizable to other simulation games, and to other academic disciplines that implement the same experiential learning approach.

Diploma thesis describes the possibility of further development of tourism in the region Sedlčany. The basis for processing the information obtained from local budgetary organizations and the Association of Municipalities Sedlčany interviews focused on the municipalities that cooperate with this organization. The goal is to analyze the current situation in managing the development of the region Sedlčany and suggest possible further steps towards achieving the objectives using the tools of marketing management destination.