Diss.--Münster, 2002. / Notes bibliogr.

Diss.--Berlin--Freie Univ., 1998. / Bibliogr. p. 297-304.

Diss.--Fakultät der Sozialwissenschaften--Bochum--Ruhr Universität, 2001. / Bibliogr. p. 244-291.

Following the pioneering work of Kohli and Jaworski, Narver and Slater, and other academic researchers during the 1990s, the concept of ‘market orientation’ has evolved as an important area of study within the marketing discipline. This work has initiated a large number of empirical studies that have been undertaken during the last two decades. Despite its importance and the attention that this concept has received during the last two decades, most of these studies have conceptualized market orientation and measured its levels within only the Western contexts where it has been developed. Although other studies have been undertaken within newly developed and developing economies, there has been little focus on exploring the concept, its constructs and implementation in less developed and resource-based economies. In order to address this research gap, a mixed-method design was adopted that consisted of two phases. Following a literature survey, the first phase involved a qualitative study to gain better understanding of the notion of market-orientation within a resource-based context and refine the preliminarily conceptual framework based on existing literature and Deshpandé’s definition of market-orientation. In the second phase, this framework was tested by means of a survey of both financial services providers and their customers. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were employed to analyse the survey responses. The models showed a good fit to the data and good convergent, nomological and discriminant validity, reliability and stability, demonstrating improvement to existing scales by the addition of further salient items elicited from the qualitative phase. The findings of this study identified four constructs of market-orientation in financial services providers within a resource-based economy, viz. market-oriented corporate culture, strategy formulated and implemented, structure and systems employed, and market-oriented activities. Those dimensions (constructs) were consistent with various previous works in the market-orientation literature. Additionally, the study found that a market-oriented corporate culture had a mediating role in facilitating the business organizations’ responses through the strategy formulated and implemented.A key contribution of this research was to offer a robust model that explained market-orientation within a resource-based economy and demonstrated that a market-oriented corporate culture had a mediating effect on facilitating financial services providers’ responses to satisfying customer needs and expectations. The use of a qualitative approach to identify market-orientation dimensions in this context was also considered a methodological contribution in this area of marketing research. Moreover, the present study added a novel perspective to the body of market-orientation literature and suggested directions for future research. Finally, the study provided managerial implications for financial services managers to identify what they should do to become more market-oriented businesses or to enhance their level of market-orientation in order to meet their businesses’ needs and customers’ expectations.

The objective of this Master's thesis to formulate recommendations and to create a proposal of the marketing strategy for the Non-governmental organization  Kredance, whose area of activities lies in culture and contemporary movement theatre. The thesis is divided into four principal parts; the first part is focused on the theoretic framework of non-profit sector and NGOs with accent to the Czech reality. The second part deals with the management of NGOs, mainly with marketing management and management of finances (with stress on fundraising). The third part is composed of the profile of the organization Kredance and of the research. Last part of the thesis is based on the research and it presents a proposal of the marketing strategy and few recommendations (in the area of marketing).

<p>Na uzorku od 118 ispitanika - raspoloţivih menadţera različitih nivoa u organizacionoj strukturi sportskih organizacija iz četiri izabrana kolektivna sporta (fudbal, ko&scaron;arka, rukomet i odbojka) u najvi&scaron;em rangu nacionalnih takmičenja, sprovedeno je ispitivanje relacija izmeĎu liderstva, organizacione kulture, resursa kojima sportske organizacije raspolaţu (ljudskih, materijalnih, finansijskih i informacionih), i podr&scaron;ke inovacijama za primenu marketing koncepta u timskim sportovima.<br />Na osnovu saţimanja prethodno razmotrenih dosada&scaron;njih istraţivanja o relacijama marketing koncepta sa ulaznim resursima koji uzrokuju njegovu transformaciju, formulisan je hipotetski teorijski model sa zadatkom da orijenti&scaron;e empirijsko istraţivanje. Jezgro modela je hipoteza o uslovljenosti marketing koncepta, op&scaron;tim statusom marketinga i okolnostima za njegovu primenu u organizaciji (sportska grana, takmičarski tip kluba, sportski objekti, kadrovi, finansije, sponzori, lokalna zajednica), i medijatorskim dejstvom tri op&scaron;ta faktora: Organizacionom kulturom učenja, Stilom rukovoĎenja i Inovacijama. Varijacijama povezanosti pomenutih dimenzija, dobijeni su modaliteti punog teorijskog modela.<br />Radi boljeg razumevanja funkcionisanja mehanizama delovanja izmeĎu komponenti u okviru polaznih osnova relacija marketing koncepta, u ovom istraţivanju kori&scaron;ćen je pristup koji je podrazumevao path analizu i analizu medijacije. Ovakav izbor je usledio zbog mogućnosti utvrĎivanja kako direktnog, tako i posrednog uticaja meĎu varijablama.<br />Rezultati statističkih analiza pokazuju da se moţe konstatovati da je Marketing koncept u timskim sportovima u Srbiji u odnosu na faktor karakteristika sportskog kluba direktno povezan sa statusom sportske grane, trži&scaron;nom pozicijom svakog kluba u svom sportu, sportsko-takmičarskim rezultatom i edukacijom menadžera. &Scaron;to se tiče Okruženja, kao drugog egzogenog faktora, direktan efekat se ispoljava posredstvom efekta sponzora, dok &scaron;ire okruţenje (lokalna zajednica) nema značajniji efekat. Od medijatorskih varijabli jedini direktni efekat prisutan je kod Organizacione kulture učenja.<br />Pored direktnih, utvrĎeni su i pojedini indirektni efekti sa punom ili parcijalnom medijacijom. Analiza indirektnih efekata pokazuje da interpretacija Marketing koncepta treba da uzme u obzir i značaj posrednih efekata takmičarskog tipa kluba na inovacije i kulturu učenja, inovacija i kulture učenja meĎusobno, i mesta na stil menadžmenta.<br />Stoga, moţe se konstatovati da je klima inovativnosti ključna tačka oslonca za organizacijske, liderske i kulturne promene u sportskim klubovima kojima oni mogu stupiti u savremeno poslovno i sportsko-takmičarsko okruţenje koje zahteva postavljanje sporta na princip marketing koncepta. Sa promenom inovativnosti u klubu, uspostavlja se medijaciona staza za klubove u sportskim granama već otvorene marketin&scaron;kim uticajima. Pomenutoj intervenciji u orijentaciji klime inovativnosti u klubu, doprinosi, takoĎe, tip kluba u pogledu njegove takmičarske orijentacije (varijabla tip kluba), pa i kori&scaron;ćenje imovinskog potencijala koji moţe da se stavi u funkciju marketin&scaron;kog poslovnog nastupa kluba (varijabla imovina kluba).<br />Sve navedeno u diskusiji pokazuje veliku zavisnost savremenih sportskih organizacija od marketinga - istraţivanja trţi&scaron;ta (publike, članstva i simpatizera, sponzora, medija) i nalaţenja efektivnih strategija (marketing miksa)... Organizacije koje ne uspevaju da primene marketing koncept u svoj menadţment, pokazuju manje uspeha - poslovnog, dru&scaron;tveno-političkog, ali i sportsko-takmičarskog. Uz ovu konstataciju, jasno se ukazuje da je budućnost sportskih klubova upravo usmerena na koncepte liderstva, marketinga, organizacione kulture i klime za inovacije na čijim se činjenicama temelji ovo istraţivanje. Ovi uticaji mogu doprineti postavljanju čitavog menadţmenta sportskih klubova na temelj marketing koncepta.</p> / <p>In a sample of 118 respondents &ndash; managers from various levels of the organizational structure of sports organizations engaged in four team sports at the highest level of national competitions (football, basketball, handball and volleyball), a study was conducted on relations between leadership, organizational culture, resources available to sports organizations (human, material, financial and information resources), and support to innovations regarding the implementation of the concept of marketing in team sports.<br />On the basis of summarizing previously reviewed earlier research on relations between the concept of marketing and the inputs that cause its transformation, a hypothetical theoretical model was formulated with a mission to direct empirical research. The core of the model is a hypothesis of dependence of the concept of marketing on general status of marketing and conditions for its implementation within the organization (sports branch, competitive type of the club, sports facilities, personnel, finance, sponsors, local community), and the mediating effect of three principal factors: Organizational culture of learning, Management style and Innovation. Through variations of connections between the aforementioned dimensions, we obtained different modalities of a full theoretical model.<br />For better understanding the mechanisms of mutual relations between the different components within the baseline concept of marketing relations, an approach which included path analysis and analysis of mediation was used in this research. This choice followed because of the possibility of determining both direct and indirect impacts between variables.<br />Results of statistical analysis show that it can be concluded that the concept of marketing in team sports in Serbia in relation to the factor of sports club characteristics, is directly connected with the status of the sport branch, the market position of each club in its sport, sports-competition result and education of managers. Regarding the Environment, as the second exogenous factor, the direct effect is manifested through the effect of sponsor, while broader environment (local community) has no significant effect. Regarding the mediating variables the direct effect is present only in a culture of learning.<br />In addition to direct, there are also some indirect effects with full or partial mediation. Analysis of the indirect effects shows that the interpretation of the Concept of marketing should take into account the importance of indirect effects of competitive type of the club to innovation and culture of learning, mutual effects between the innovation and culture of learning, and the effect of place to management style.<br />Therefore, it can be concluded that the climate for innovations is crucial fulcrum for organizational, leadership and cultural changes in sports clubs which could provide modern business, sports and a competitive environment which requires implementation of the concept of marketing principle in the sport. With the change of innovativity within the club, a mediating path will be set up for clubs in the sport branches already open for marketing influences. The type of the club in terms of its competitive orientation (variable type of the club), and the use of the property potential that could be used for the marketing-business performance of the club (variable assets of the club) also contribute to the mentioned intervention regarding the orientation towards the climate of innovation in the club.<br />All of the mentioned in the above discussion shows the great dependence of modern sports organizations on marketing &ndash; market research (audience, membership and supporters, sponsors, media) and finding effective strategies (marketing mix)... Organizations that fail to apply &ndash; to include a concept of marketing in their management &ndash; show less business, social-political, but also competitive success. This statement clearly indicates that the future of sports clubs is focused on the concepts of leadership, marketing, organizational culture and climate of innovation, which represent a basis for this research. These effects may contribute to placing the entire management of sports clubs on the foundation created by the concept of marketing.</p>

The aim of this thesis is to explore how does the marketing management of major Czech drama scenes reflect strategies and concepts described in the theoretical approaches to marketing, particularly in the specialized foreign literature. The goal is the marketing analysis of the most significant theaters in the Czech Republic, research the functionality and importance of marketing plans, strategies and tools, analysis of marketing management, awareness of audience and customer care. The methods used are literature search, description of known marketing concepts (marketing mix, segmentation, positioning, audience building, and audience development), and comparison of different approaches to marketing management, qualitative research, analysis of data obtained through research and expert interviews.

Made available in DSpace on 2014-08-20T13:46:41Z (GMT). No. of bitstreams: 1 ana_amelia_brauner_pereira_dissertacao.pdf: 4725645 bytes, checksum: 6eb2077e22112c143bc9042a26e55b98 (MD5) Previous issue date: 2008-11-24 / The global economy has transformed business and has had a direct impact on regional cultures. It has also interfered on modes of production and personal relationships within business. This process has been followed and stimulated by the use of marketing strategies that create a better acceptability of the market s actions. Marketing produces detailed studies on people s behaviour and makes use of persuasion strategies not only through publicity but by using mechanisms that are gradual and naturally assimilated. Social marketing is an example of such opportunities created by marketing. The Project Poupança Florestal (freely translated as Forest Saving) was developed within this framework, in which it is necessary to construct or consolidate the business image. In order to evaluate the impact of such project in the South of Rio of Grande do Sul estate, in Brazil, the present study has developed a review of literature, documental research, as well as has carried out interviews (open questionnaires) with representative of several social institutions. The analysis of the interviews shows that the majority of the representatives tend to perceive the project as an isolated action which helps improving the image of Votorantim in the south of the Rio Grande do Sul estate (Brazil), but they do not perceive it as having positive impact in the socioeconomic development of the region as a whole. / A economia globalizada transformou as relações empresariais impactando diretamente nas culturas regionais e interferindo, também, nos modos de produção e nas relações pessoais. Esse processo vem sendo acompanhado e estimulado pelo marketing, que se apresenta de várias formas para permitir uma maior aceitabilidade da ação do mercado. Através de um estudo detalhado sobre o comportamento das pessoas o marketing utiliza estratégias de persuasão não mais apenas através da publicidade, mas cria mecanismos que são assimilados de forma natural e gradual. O marketing social é um exemplo destas oportunidades construídas pelo marketing. O Projeto Poupança Florestal foi construído neste ambiente, onde a construção ou consolidação de imagem empresarial se faz necessária. A análise das entrevistas com os representantes da sociedade desenvolvida neste trabalho mostra que eles tendem, em sua maioria, a perceber o projeto como uma ação isolada que auxilia na construção da imagem da Votorantim na zona sul do Estado do Rio Grande do Sul e não percebem resultados positivos no desenvolvimento socioeconômico da região onde o projeto se desenvolve.

This diploma thesis focuses on the use of internal marketing in the corporate practice of particular companies in the area of increasing the satisfaction of employees. An important element is the analysis of the current state of the corporate environment and employee satisfaction research, which is a key starting point. Part of the thesis is the proposals.

The dissertation treats of the appreciation of the localization´s influence of the Pernštejn castle on the tourism in region Bystřicko. The dissertation was written according to defined objects. According to the first object, I investigated the position of the castle on the system of the tourism´s attractions in the region. Following investigation is {--} the behaviour of visitors, their basic places for visit and the last investigation researches which establishment cooperate with the castle and the sort of the cooperation. The investigation is the basic part of the dissertation. The results are described in the sections called ``discussion`` and {\clqq}epilogue``.