Thesis (Ph. D.)--University of North Texas, May, 2008. / Title from title page display. Includes bibliographical references.

Zugl.: Lüneburg, Universiẗat, Diss., 2005.

Diss, 2006--Universität Kiel.

Diploma thesis analyses current methods of connecting an e-shop to e-mail marketing. A new application for said connection is proposed with its requirements based on this thesis. A complete design of this connection, containing a principle of connection and a form of rules for e-mail lists generation and transfer to specialized e-mail marketing applications are presented here. Proposed solution is implemented and fully documented.

This thesis takes as its underlying theoretical framework the market structure-conduct-performance paradigm of industrial organisation as applied to consumer service industries, notably retail distribution and tourism (including hotels). The addition to knowledge arises from the disciplined application of industrial organisation principles to define, describe, explain and predict real-world behaviour of a selection of service firms and on the basis of observable data, whether government and supra-national policies can improve service market performance if it is found to be failing in clearly defined respects. The problem addressed is how the behavioural processes of competition arise from and shape the identified market structures to be found in consumer service markets. The work begins by examining in detail the development of the main hypotheses and empirical testing of the market structure-conduct-performance framework, followed by the identification of the main strands of past and current economic thought concerning service industries and service firms. Following on from this fundamental analysis of service industries, the definition of markets, industries and firms (basic underlying conditions and parameters linked to market structure) is undertaken, taking hotel and restaurant markets in a spatial dimension, with a novel empirical identification, definition and measurement of the size and growth of hotel markets in particular localities. Moving on from this analysis, the measurement of concentration in the hotel and retail distribution industries is considered with the first attempt at systematically measuring such concentration using an extensive database of companies. Entry to markets (a further element of market structure) is carefully examined with the entry of new firms into local hotel markets and evaluation of the possible impact of a new hotel business on existing hotels. Market conduct or behaviour is examined, first, the reactions of hotel managers to new competition, based on a survey of 250 UK hotel managers followed by a rigorous analysis of market behaviour in grocery retaining markets (especially the analysis of oligopolistic behaviour). Further chapters examine an innovation and diversification in a stable hotel market - the introduction of the budget or economy hotel Finally, service market performance is considered in detail at various points (impact of new hotels and behaviour in grocery retail markets) but is principally considered in teh definition and enhancement of performance by a wide ranging and unique empirical study of European Union (EU) tourism policies within each member state of the EU.

Zugl.: Osnabrück, Universiẗat, Diss., 2007. / Literaturverz.

This diploma thesis clarifies problems of the marketing strategy in e-commerce. It is generally devote to marketing management of the electronic shop and strategic marketing planning. It describes marketing strategie, their systematization and marketing strategies that can be used by e-shop.

This Diploma thesis focuses on the marketing communication of the company named Záhradní vinařství. The issue of interest will be explained in the theoretical part, which will serve as the foundation for the outputs of the analytical part of the thesis. Based on the conducted analyses, an appropriate marketing communication strategy will be suggested in the practical part of thesis.

The impending climate crisis has raised expectations of companies green marketing, at the same time the digital development and the corona pandemic have shifted consumers buying behavior more towards companies’ e-commerce platforms. The underlying problem behind the study is that companies need to create green value that is perceived as real by their consumers and does not generate a negative effect or is misinterpreted for greenwash. Thus, it is important for companies to create real green value ​​for their consumers via their e-commerce platform that in the long run will contribute to profitability, competitiveness and a more environmentally friendly planet. The purpose of the study is to contribute to an increased understanding of how companies in the Swedish retail business can create and convey green value ​​for consumers via their e-commerce platform. The study uses a qualitative multi-case study where data is collected through interviews from five Swedish retail companies. The empirical data was analyzed through a theoretical framework based on the theories of Customer Value Proposition (CVP) and E-commerce Marketing Mix. The study finds that green value ​​should be combined with other more basic values ​​that are crucial for a purchasing decision, where the green value is then perceived as more real. It could also be stated that green value creation differs between companies because it is based on their customer group and the product categories they offer. Thereby, companies start from the consumer's subjective perception in order to understand how they should act in their value creation. Regarding the conveying of green value, it could be stated that companies' messages are perceived as more credible if they are transparent in their communication. Finally, the study presents three elements that companies should consider in their green value creation; (1) that green value ​​can become more autonomous and offer a direct effect that fills the consumer’s needs, (2) to educate and inform consumers to influence their subjective perception of the green value ​​and, (3) to be transparent to show how green value is created as well as what needs to be improved, thereby reducing greenwash.

The main objective of this thesis is to propose an on-line marketing strategy of start-up project e2shop.cz. The thesis itself consist of three parts. The first part presents theoretical framework of commercial communication with focus on on-line communication. The second part describes the basic principles of e2shop.cz project and its functionality. The last parts consists of the strategy itself that is based on thorough analysis of external factors, market and competition using PESTEL, SWOT and TOWS schemes. The strategy contains of target group, objectives and tools definistion. Implementation plan and budget are included as well.