<p> This thesis examines the operations of the Canadian Egg Marketing Agency and its provincial boards and their effects on producers, consumers and the agricultural industry. The variables that were reviewed to achieve this objective were: producer and retail price levels, the stability of producer and retail prices, the price differences between the provinces, the amount of imports and exports, the role of supply and demand in determining price and the producers' share of the consumer dollar. Two techniques were used. One method was the before and after technique which compared two periods, 1961-71 and 1975-82, to identify what changes had occurred since the introduction of CEMA in 1973. The second method was a comparison to the United States which control led for market structure changes. </p> <p> The results of this study are as follows. Producers have benefited from CEMA's operations through greater price stability, a larger share of the consumer dollar and from a higher price level than in the United States. CEMA has affected consumers by stabilizing retail prices and equalizing prices across the country. However, CEMA's actions have redistributed income from consumers to producers. CEMA has had a positive effect on the agricultural industry by increasing exports while import levels have remained the same. </p> / Thesis / Candidate in Philosophy

Zugl.: Köln, Univ., Diss.

Background: We certainly live in a digitalized world, most of the European countries will have at least half of their population being smartphone users. Marketers wants to use social media marketing as a way to both reach and interact with their consumers, in a fashion that has not been available before. Problem:        Consumers today are exposed to more marketing messages than ever, partly because that the consumers now are carrying around technology everywhere they go, but also because of the increase of popularity regarding the different social media platforms. Since the consumers’ presence on the digital media channels is high, the business firms have to keep up. This change has affected many firms in a different way and certainly the marketing agencies as well. Purpose:         The purpose of this thesis is to investigate the modern marketing landscape, in regards to digital marketing and the affects it has had on marketing agencies as well as the companies themselves. Method:         The study is exploratory and has an inductive approach using qualitative research in order to fulfill the purpose of the paper. Semi-structured interviews are chosen to gather the empirical data for the research. The semi-structured interviews are afterwards analyzed through a classical inductive data analysis. Conclusions: The perceptions of the changes in the marketing landscape is that the consumers are today demanding a two-way communication with firms through social media.  The most important marketing tools are within the digital world; the ecosystem of google but also advertising tools in Facebook. Most firms have noticed their customers’ demand about having the firms present online and have thereby adapted and gone online. The marketing agencies have adapted to the changes and specialized themselves online, rather than in traditional marketing. Many agencies have changed their name to “communication agencies” rather than “marketing/ advertising agencies”. Some firms do still seek professional help (marketing agencies) with applying the digital marketing, but most firms do it by themselves. The reasons behind it may differ from firm to firm. / Bakgrund:      Dagens samhälle är sannerligen digitaliserad, över hälften av befolkningen i majoriteten av de europeiska länderna kommer inom en framtid att vara smartphone-användare. Marknadsförare vill använda sig av social media i deras marknadsföring för att kunna nå samt interagera med sina kunder på ett sätt som inte har varit möjligt tidigare. Problem:        Dagens konsumenter är exponerade för mer marknadsföring än någonsin tidigare. Delvis på grund utav att dessa konsumenter ständigt bär med sig den teknologi som möjliggör denna marknadsföring. Detta beror även på den ökade populariteten runt olika sociala media plattformar. Ända sedan konsumenterna började med att använda digital media har detta ökat stadigt. Firmorna måste därför kämpa med att hålla tempot för att tillfredsställa marknaden. Denna förändring har påverkat flertalet firmor på olika sätt, även marknadsbyråer har påverkats av detta. Syfte:             Syftet med denna uppsats är att undersöka det moderna marknadsförings-landskapet, med fördjupning i digitala medier och dess effekt på marknadsförings-byråer och vanliga företag. Metod:           Denna undersökning är en explorativ studie och använder sig av en induktiv metod, där kvalitativ forskning har används för att uppfylla syftet. Intervjuerna som gjorts har varit semi-strukturerade, och denna data har analyserats med hjälp av en klassisk induktiv dataanalys. Slutsats:           De generella uppfattningarna gällande det aktuella marknadslandkapet är att dagens konsumenter kräver en två vägs kommuniké med firmorna genom sociala medier. Därför finner vi de viktigaste marknadsföringsinstrumenten i den digitala världen genom Googles ekosystem, men också genom de reklamverktyg som bland annat går att finna på Facebook. De flesta firmorna har lagt märke till konsumenternas nyfunna krav gällande att ha firmorna tillgängliga online och har därför anpassat sig till detta. Marknadsbyråerna har anpassat sig till förändringarna genom att specialisera sig på digital marknadsföring istället för traditionell marknadsföring. Många marknadsbyråer kallar sig numera för ”kommunikations-byråer” istället för att inkludera orden ”reklam” eller ”marknadsföring” i namnet. Vissa företag söker efter professionell hjälp, anledningarna varierar mellan varje specifik firma.

1 Abstract: This paper brings a specific look into the world of marketing agencies working in market research through the job satisfaction and employee loyalty constructs. In the theoretical framework is presented conceptual and definitional problem of job satisfaction, which is consequently supplied by other theories like work engagement, work commitment or employee loyalty. Author's goal is to describe these theoretical concepts as interdependent, but simultaneously able to work separately and with support of other factors, which lead to their increasing or decreasing. In the empirical part of the framework are information used in praxis through the concrete marketing agency working in market research. Work environment is presented like dynamical example of modern company with explanation how works these aspects of job satisfaction and loyalty right there. Empirical research is realized with help of well-known methodological instruments used for measurement of these constructs to analyse and describe work environment of this company with a goal to identify the level of different aspects of job satisfaction and employee loyalty. Keywords: Job satisfaction, employee loyalty, work motivation, marketing agency

The main goal of my thesis is to create realistic and applicable marketing agency business plan. The secondary goal is to observe and analyze market status and try to forecast future trends based on Czech and foreign market signals. Marketing agency business plan is based on market analysis and data collection from online sources. Agency is already on the Czech market due to that my thesis include knowledge and experiences from real life business environment. Future forecast of trends in affiliate marketing is based on trends until 2018. Main benefit of my thesis is creating awareness of affiliate marketing in Czech Republic. Affiliate marketing is on the edge of online marketing channels. Another benefit is in future forecast of affiliate marketing trends. Marketing agency business plan is and will be applied in real business environment.

The outbreak and global spread of the coronavirus took the world by storm and beyond the evident threat it is to the human well-being, it is also impacting the health of businesses. In Finland it was only a matter of weeks after the government the 16th of March started to implement efforts to limit the spread, that a large marketing agency, among other firms, was forced to file for bankruptcy. The seemingly sudden crisis gave rise to a curiosity and interest in how Finnish marketing agencies are handling the situation and what implications it has for the way they do business and subsequently also marketing. Reviewing the academic literature on crisis management, the lack of integration fields between became evident; crisis management has gained most attention within management studies, meanwhile studies with an integrated marketing perspective is lacking. The realisation that the breakdown of relationships is a major threat in a crisis, meanwhile marketing agencies’ business model essentially is built upon agency-client relationships, their particular view on and approach to maintaining and strengthening client relationships during the crisis became a key interest for this thesis. The purpose of this thesis is therefore to gain insight into how Finnish marketing agencies approach crisis management and nurture client relationships in the current covid-19 crisis. A qualitative research approach was taken as the interest and purpose of the study lies in gaining rich insight into the situation and its context, rather than statistically proving a point. Eight semi-structured interviews with professionals from different marketing agencies in Finland was consequently conducted, after which the data was organised and interpreted through a thematic analysis. The results from the study implicates that marketing agencies are relatively unprepared for crises of any type and have adopted a reactive approach when dealing with the covid-19 crisis. Further, the situation is characterised by feelings of support and solidarity both within and among the marketing agencies, their clients, consumers and society at large, which has been expressed to be one of the upsides to the otherwise very dark and serious situation. From marketing agencies’ side, it has also given rise to a more attentive and sensitive tone in communication towards both clients and consumers.

Bakgrund: Den ökade globaliseringen har ökat konkurrensen på B2B marknaden markant. Detta har bidragit till att det blir allt mer aktuellt att se till interaktionen som sker mellan olika företag och till det värde som uppstår i samspelet mellan olika aktörer för att kunna differentiera sitt värdeerbjudande från konkurrenterna. Den expanderande marknaden lämnade även utrymme för mjuka värden som går att spåra tillbaka till marknadsföraren - som länge ansetts vara av liten vikt inom B2B, såsom relationer och intellektuellt kapital. Syfte: Studien syftar till att addera ett perspektiv på värdesamskapande processer inom B2B genom att se till den externa marknadsföraren i interaktion och i olika faser av varumärkesbyggande. Eftersom varje aktör gör stort avtryck inom B2B bidrar studien till befintlig forskning genom att observera marknadsföraren som extern aktör i en kontext där deras roll hittills är bristfälligt granskad. Metod: Studiens metod består av semistrukturerade intervjuer som hade utgångspunkt i en intervjuguide, en fallstudie som innehöll flertalet deltagande observationer och som pågick under 4 månader samt dokumentstudier. Metoden och kodning av materialet utgick från studiens valda referensram; tjänstelogiken och Servbrand Framework. Den valda metoden identifierades som mest lämplig för att komma åt respondenternas och de studerade objektets egna erfarenheter och perspektiv inom den valda domänen. Resultat: Resultatet visar att marknadsförarens roll är av essentiell karaktär inom alla faser. De egenskaper som var mest avgörande initialt visade sig vara marknadsförarens förmåga att tolka kunden och alla omständigheter som präglade varumärket samt att kunna tydligt kunna kommunicera dess värden i interaktion. Denna kommunikation visade sig genomgående vara viktigt att upprätthålla för att bygga ett starkt varumärke. Slutsatser: Studien bekräftar att Servbrand Framework är en relevant modell för varumärkesbyggande inom B2B även ur marknadsförarens perspektiv. De kvaliteter knutna till marknadsföraren som var avgörande för värdesamskapande kunde härledas från de aspekter som ingick i de olika faserna. Det är när immateriella resurser hos marknadsföraren saknas som man misslyckas med att skapa värde i interaktion. / Background: The increased globalization has significantly promoted competition in the B2B market. This has contributed to the growing importance of considering the interaction that takes place between different companies and the value that emerges from the interplay among various actors, in order to differentiate one's value proposition from competitors. The expanding market has also created room for intangible values that can be traced back to the marketer – which previously have been regarded as of little importance in the B2B context – such as relationships and intellectual capital. Purpose: The study aims to add a perspective on value-creating processes in the B2B market by looking at the external marketer in interaction and in different phases of branding. Since each actor makes a big impression in B2B, the study contributes to existing research by observing the marketer as an external actor in a context where their role has so far been insufficiently examined. Methodology: The study utilized a mixed-methods approach, incorporating semi-structured interviews based on an interview guide, a case study involving multiple participant observations conducted over a four-month period, and document analysis. The methodology and coding of the material were guided by the chosen theoretical framework of service dominant logic and the Servbrand Framework. The selected method was deemed most appropriate for capturing the respondents' and the studied objects' own experiences and perspectives within the chosen domain. Findings: The results indicate that the role of marketers is of essential nature across all phases. The characteristics that were most crucial initially were found to be the marketer's ability to interpret the customer and all the circumstances that influenced the brand, as well as effectively communicating its values in interactions. This communication was found to be important for maintaining a strong brand. Conclusion: The study confirms that the Servbrand Framework is a relevant model for brand building in B2B, even from the marketer's perspective. The qualities associated with the marketer that were crucial for value creation could be traced back to the aspects included in the different phases. It is when the marketer lacks intangible resources that value creation in interactions fails.

El presente plan de negocio de negocio propone y evalúa el desarrollo y viabilidad del proyecto de Work Media, una agencia de Community Manager que ofrece las facilidades a profesionales independientes en distintas zonas de Lima. La propuesta de valor de este plan de negocio gira en torno a dos aspectos fundamentales, el enfoque al profesional independiente que no tiene tiempo de manejar sus redes sociales y sacarle provecho a estas mismas, para atraer a más clientes. Debido a la evolución digital que constantemente avanza, las redes sociales son un medio indispensable para las personas hoy en día. En la actualidad, las profesiones independientes suelen ofrecer sus servicios por Instagram, Facebook o LinkedIn. Pero hemos evidenciado que estas no les resultan como ellos querían debido a falta de tiempo de poder interactuar con las consultas por estas redes o por no saber exactamente que postear. En este sentido, surge el concepto del Community Manager como propuesta enfocada hacia profesionales independientes. En el Perú según RCR (2020) “900 mil profesionales que prestan servicios emitiendo recibos por honorarios”. Mediante nuestro plan de negocio, Work Media se propone la idea de una agencia de Community Manager donde nuestro mercado objetivo son los profesionales independientes, cuyas edades están comprendidas entre 25 y 60 años, que tiene una carrera profesional y están dentro de un nivel socioeconómico A y B, que radica en la provincia de Lima y que se sientan atraídos por hacer impulsar sus servicios como profesionales a través de las redes sociales. / This business plan proposes and evaluates the development and viability of Word Media project, a Community Manager agency that offers facilities to independent professionals who lives in different areas of Lima. The business plan value proposition revolves two fundamental aspects, the first one is focus on independent professionals who does not have time to manage their social networks and, the other one is taking advantage of them, to attract more clients. Due to constantly digital evolution advancing, in these days, Social Media is an indispensable medium for people. Nowadays, freelancers often offer their services on Instagram, Facebook, or LinkedIn. But we have shown that these do not turn out as they wanted due to a lack of time to interact with the queries on these networks or because they do not know exactly what to post. In this sense, the Community Manager concept arises as a proposal focused on independent professionals. In Peru according to RCR (2020) there are “900 thousand professionals who provide services by issuing receipts for fees”. Through our business word, Work Media proposes the idea of ​​a Community Manager agency where our target market is independent professionals, the ages are between 25 and 60 years old, who have a professional career and are within a socioeconomic level A y B, who lives in the province of Lima and are attracted to promoting their services as professionals through social networks. / Trabajo de investigación

Problem: Although AI tools have come to facilitate and influence digital marketing in several ways, there is a continuing need for research on how AI can alleviate marketing problems and how the use of AI tools for marketing purposes can be facilitated for digital marketing agencies.  Purpose: The purpose of the study is to demonstrate how and why machine learning can both benefit and harm digital marketing agencies, as well as what factors digital marketing agencies need to take into account if they intend to use machine learning in digital marketing. Method: The study is based on a qualitative research strategy, with an inductive approach where six semi-structured interviews were conducted. Semi-structured interviews have been conducted to create flexibility in the individual being interviewed, and thus new insights and thoughts can arise. Thematic analysis has been used as an analysis method for the study, where the focus was aimed on identifying patterns and themes. Conclusion: Machine learning can benefit digital marketing agencies in digital marketing by streamlining work procedures by processing data and information, freeing up time for employees and also gaining the opportunity to achieve competitive advantage. Machine learning can harm digital marketing agencies in digital marketing by excluding human participants in the work system, reducing trust in the organization and creating discomfort with active personalization if used unethically. Factors that should be taken into account by digital marketing agencies if they intend to use machine learning in digital marketing are, that digital marketing agencies can not replace human interaction, human integrity is important insofar as digital marketing agencies follow laws and regulations, the size of the business determines which priorities is made between using previous knowledge and new technology, organizations need to be transparent and AI must be used throughout the organization in order for the organization to benefit in the long term / Problem: Trots att AI-verktyg har kommit att underlätta samt påverka den digitala marknadsföringen på flertalet olika sätt, så finns det ett fortsatt behov för forskning kring hur AI kan underlätta marknadsföringsproblem samt hur användningen av AI-verktyg i marknadsföringssyfte kan underlättas för digitala marknadsföringsbyråer.  Syfte: Studiens syfte är att påvisa hur och varför maskininlärning både hjälper och stjälper digitala marknadsföringsbyråer, samt vilka faktorer som digitala marknadsföringsbyråer behöver ta i beaktning om de avser att använda maskininlärning inom digital marknadsföring.  Metod: Studien utgår från en kvalitativ forskningsstrategi, med ett induktivt tillvägagångssätt där sex genomförda semistrukturerade intervjuer utförts. Semistrukturerade intervjuer har genomförts för att skapa flexibilitet hos individen som blir intervjuad, och således kan nya insikter och tankar uppstå. Tematisk analys har använts som analysmetod för studien, där fokus legat på att identifiera mönster och teman. Slutsats: Maskininlärning hjälper digitala marknadsföringsbyråer inom digital marknadsföring med att effektivisera arbetsprocesser genom att bearbeta data och information, frigöra tid för anställda samt möjligheten att erhålla konkurrensfördelar. Maskininlärning stjälper digitala marknadsföringsbyråer inom digital marknadsföring genom att exkludera mänskliga deltagare inom arbetssystemet, minska förtroende för organisationen samt skapa obehag vid aktiv personalisering om det används oetiskt. Faktorer som bör tas i beaktning av digitala marknadsföringsbyråer om de avser att använda maskininlärning inom digital marknadsföring är att digitala marknadsföringsbyråer inte kan ersätta mänsklig interaktion, mänsklig integritet är viktigt i det mån att digitala marknadsföringsbyråer efterföljer lagar och regler, storleken av verksamheten avgör vilka prioriteringar som görs mellan att nyttja tidigare kunskap och ny teknologi, organisationer behöver vara transparenta och AI måste nyttjas genomgående i organisationen för att organisationen ska gynnas på lång sikt.

This thesis deals with event marketing into integrated marketing communications. The main objective is to assess the effectiveness and appropriateness of selected methods in the selected company. The work is divided into theoretical and practical part. The first chapter describes the theoretical and the elements of marketing communication and clarifies the issue of event marketing. The theoretical knowledge applied in the Energy Media Publishing Ltd. and specifically its product - the magazine Do kabelky, his performance is part of the second chapter in the situational analysis. The third chapter is devoted to marketing research, which is processed in the form of primary research interviews with the event experts and target group publishing - magazine reader. Finally, in the fourth chapter, I propose that event marketing strategy, which will draft a specific event.