Relationship marketing has become a fundamental concept within modern marketing thought. Some authors even suggest it is the fundamental concept. Its rise to prominence has seen it become a unifying force within the marketing discipline given its application to a whole range of areas. It promises benefits to organisations that can be distilled down to greater profits over the longer term, with less cost. The focus of relationship marketing is relatively simple. Rather than acquiring customers, the retention and development of customers is emphasised. Regrettably, the implementation of relationship marketing is not as straightforward as its definition. It requires at the very least a long-term outlook, an embracing of technology and a commitment to a customer focus. If relationship marketing is such a critical element in modern marketing, it follows that its application across industry sectors be examined. Sport is one such industry and has coincidentally emerged as a major business sector in the same time-frame as relationship marketing's maturity. As the markets for sport have grown, so too has the sophistication of the sport marketer. From amateur, myopic beginnings, sport continues to claim a strong grip on the cultural identity of countries such as Australia. Buoyed by strong media interest, attendance at sporting events continues to grow, albeit across a much larger choice-set. The road ahead is not necessarily bountiful however. Information presented in Chapter 1 of this thesis suggests that the frequency of individual attendance at major sports in Australia is declining, despite some positive overall attendance figures. In essence, it appears that loyal customers are being replaced by newer, less committed ones. While this might not be instantly damaging, it does require sport marketers to ensure that strong levels of identification with their products are developed. All of this is supported by the existing literature that has recognised that sport can likely benefit greatly from the implementation and application of relationship marketing, but is in urgent need of further study. These scenarios suggest a need to understand where relationship marketing in sport currently rests and this thesis answers the call and asks the following research questions: RQ1) To what extent do professional sporting organisations in Australia undertake relationship marketing; RQ2) what strategies do they employ and RQ3) what are the issues faced in implementing a relationship marketing approach? This thesis takes an organisational perspective, across multiple-cases in major professional sport and considers the sport-consumer relationship exclusively. It is the first study of its kind in this area and adds significantly to the body of knowledge, both within sport marketing and the broader concept of relationship marketing. It indicates that while relationship marketing is acknowledged and indeed welcomed as a concept by practitioners, their efforts at implementation have been primitive, largely unplanned and generally sporadic. More than often they reflect a reactive rather than proactive strategic approach. A range of barriers are presented and discussed as are some examples of organisations that have incorporated some parts of a relationship marketing philosophy into their structure. A conceptual model in the final chapter of this thesis synthesises the issues extracted from the various cases and existing literature. It depicts a challenging road ahead for professional sport organisations.

Background: In today’s society, Influencer Marketing (IM) has become a rising phenomenon where brands collaborate with influencers in order to reach a wider range of consumers. Through the popularity of IM, influencers hold strong influential power since consumers feel a higher level of relatedness to them than traditional marketing efforts. The strong influential power enables influencers to communicate competing brands within a short period of time.   Purpose: The purpose of this study is to explore how consumers are evaluating influencers who communicate competing brands, from the aspects of trust and relationship.   Method: This study applied an inductive, qualitative approach with an exploratory and interpretive view of the findings. The research was conducted through semi-structured interviews with 11 participants, on the aspect of how they evaluate a fashion influencer’s communication on the platform Instagram.   Conclusion: The findings of this research contributed to the development of a conceptual model, including the aspects of personality & relatedness, trust, as well as influencer-consumer relationship. These aspects are important for the influencer to understand, in order to perform the communication in the most effective way to increase consumer purchasing decisions.

Background: In the field of marketing, relationship marketing plays an important role in establishing strong and long-term customer relationships, and in addition to this, the type of relationship between companies and consumers is also worth discussing. In a sense, value is the biggest component of relationship marketing. Consumers think that the value created by relationship marketing is more important than the product or service itself, and also value is the biggest component of relationship marketing, therefore, customers will perceive the value of a relationship because of their satisfaction, trust, loyalty, experience.  Purpose: The purpose of this project is to explore what leads consumers to stay loyal.  Methodology: The methods of qualitative research and the deductive approach have been used in this paper. In order to collect data, focus groups and semi-structured interviews give the opportunity to the researcher to get a realistic perception. When conducting the focus group, 8 participants have been selected which are between 22-40 years old, 4 males and 4 females.  Findings: The findings of this research showed that in order for a consumer to stay loyal to a company, factors such as quality, service, discounts, positive experience and engagement have a specific matter. Furthermore, when these factors are met, this makes the consumer want to maintain a relationship with the company, which in other words means staying loyal.

Background: in order to have an established long-term relationship between customer and bank, a lot is  required, including trust, satisfaction and other things. This study will therefore aim to provide factors that can affect the relationship between bank and customer Purpose:​  This study aims to study factors that can affect the relationship between banks and customers. which should further increase understanding of how this can have an impact on customers. The study will focus on factors that can prevent and worsen the relationship Method:​ To address the purpose of this study, qualitative methods were applied, specifically focusing on interviews that were conducted in two individual groups. Conclusion: Growth in banking has had a significant impact on operations and risk management. Compliance with Nurturing relationships with customers is important to increase satisfaction and trust. Banks must adapt to the digital environment while preserving customer integrity. the factors examined in the study have a significant role in how the relationship may develop

O estudo em comento tem por objetivo analisar se o instituto jurídico dos punitive damages, oriundo da Common Law, tem aplicabilidade no ordenamento jurídico nacional, particularmente no âmbito das relações de consumo. Para tanto, a presente obra, além de apresentar um panorama histórico da responsabilidade civil punitiva, expõe como tal responsabilidade vem sendo aceita no Brasil e conclui como sendo dois os seus principais instrumentos de atuação: a indenização punitiva e os punitive damages. Diferenciando-os, entendemos que os punitive damages eram os mais adequados a atual sociedade de consumo brasileira, por constituir-se um valor fixado em separado, com o intuito específico de punir e avaliado conforme a complexidade do caso pelo magistrado, conferindo dinamismo e eficiência às punições. Nesse sentido, propusemos os critérios que em nosso sentir seriam os mais adequados para a aplicação dos punitive damages e a fixação do quantum punitivo no âmbito das relações de consumo, bem como os fatores que justificam a aplicação do referido instituto jurídico nestas relações. Apresentamos, ademais, uma análise da aplicabilidade dos punitive damages nos ordenamentos jurídicos de Common e Civil Law que mais influenciam o ordenamento jurídico nacional. / This study aims to examine whether the legal institution of punitive damages, coming from the Common Law, is applicable in national law, particularly in the context of consumer relations. This essay, besides presenting historical overview of punitive liability, explains how this responsibility is being accepted in Brazil and concludes that there are two main instruments of action. The first instrument is based on the increase of the compensatory damages to punish the defendant. The other one is the punitive damages. We believe that punitive damages were more suitable to the current consumer society in Brazil, because it represents a value that is set apart, with the purpose of punishing and evaluated according to the complexity of the case by the magistrate, giving dynamism and efficiency to the punishment. In this sense, we proposed rules that in our opinion would be most suitable for the application of punitive damages and setting of the punitive quantum under products liability, as well as factors warranting the application of this legal institution in these relationships. We present, moreover, analysis of the applicability of punitive damages in the legal systems of Common and Civil Law that most influence Brazilian Law.

O estudo em comento tem por objetivo analisar se o instituto jurídico dos punitive damages, oriundo da Common Law, tem aplicabilidade no ordenamento jurídico nacional, particularmente no âmbito das relações de consumo. Para tanto, a presente obra, além de apresentar um panorama histórico da responsabilidade civil punitiva, expõe como tal responsabilidade vem sendo aceita no Brasil e conclui como sendo dois os seus principais instrumentos de atuação: a indenização punitiva e os punitive damages. Diferenciando-os, entendemos que os punitive damages eram os mais adequados a atual sociedade de consumo brasileira, por constituir-se um valor fixado em separado, com o intuito específico de punir e avaliado conforme a complexidade do caso pelo magistrado, conferindo dinamismo e eficiência às punições. Nesse sentido, propusemos os critérios que em nosso sentir seriam os mais adequados para a aplicação dos punitive damages e a fixação do quantum punitivo no âmbito das relações de consumo, bem como os fatores que justificam a aplicação do referido instituto jurídico nestas relações. Apresentamos, ademais, uma análise da aplicabilidade dos punitive damages nos ordenamentos jurídicos de Common e Civil Law que mais influenciam o ordenamento jurídico nacional. / This study aims to examine whether the legal institution of punitive damages, coming from the Common Law, is applicable in national law, particularly in the context of consumer relations. This essay, besides presenting historical overview of punitive liability, explains how this responsibility is being accepted in Brazil and concludes that there are two main instruments of action. The first instrument is based on the increase of the compensatory damages to punish the defendant. The other one is the punitive damages. We believe that punitive damages were more suitable to the current consumer society in Brazil, because it represents a value that is set apart, with the purpose of punishing and evaluated according to the complexity of the case by the magistrate, giving dynamism and efficiency to the punishment. In this sense, we proposed rules that in our opinion would be most suitable for the application of punitive damages and setting of the punitive quantum under products liability, as well as factors warranting the application of this legal institution in these relationships. We present, moreover, analysis of the applicability of punitive damages in the legal systems of Common and Civil Law that most influence Brazilian Law.

No / This book examines prominent issues in the Emerging Markets (EM) from a variety of disciplines in order to make useful societal contributions through knowledge exchange. EMs offer enormous opportunities, but realizing them is both challenging and risky due to inherent uncertainties of such markets. EM’s also have unique characteristics that makes them different from developed countries. This causes implications for both theory and practice. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. This book investigates problems specific to emerging markets, and identifies new theoretical constructs, hypotheses (re)development, and emphasizes institutional contexts. The chapters in this book establish new conceptual and theoretical paradigms from multidisciplinary perspectives concentrated in the areas of information systems, electronic government, and digital and social media matters. The book focuses on topics in these areas such as digital enterprises, sustainability, telemedicine, and Information Communication Technology (ICT) and surveys the potential challenges and opportunities that may arise. These concepts and topics covered in this book are vital for making the global economy more equitable and sustainable.

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藝術和文化的交流能超越民族、國家和意識型態，使人與人相互理解，建構真正世界和平的基磐。京劇富含豐富的傳統中華文化，是中國流行最廣、最受歡迎的劇種。民國84年教育部合併原本隸屬於三軍的陸光、海光、大鵬京劇隊與豫劇隊，成立國家級劇團─國立國光劇團。該劇團目前以創新自許，企圖將原本屬於精緻文化的京劇普及化，並且為台灣樹立代表台灣風格的京劇表演。 為了使優質的現代化國劇成為台灣藝術文化的代表。當務之急乃是要為國光劇團的現代化國劇推廣，找出一套能夠符合消費者需求，又能行銷地域、行銷全球的表演藝術團體行銷策略。 為此，本研究針對年輕消費者進行「2005京劇滿意度」問卷調查，發出500份問卷，回收353份，有效問卷251份。經因素分析後，結果發現：「不願意欣賞京劇」的兩大因素為行銷相關問題和產品問題；「京劇欣賞滿意度」兩大因素為戲劇內力表現和戲劇外顯表現以及「影響觀眾欣賞京劇重要程度」三大因素為產品品質問題、卡司問題和非本願因素 本研究亦針對國光劇團之行銷架構，以深度訪談方式進行檢視。最後以雪狼湖作為表演藝術行銷成功範例之標竿與現代化京劇比較，得出之國光劇團行銷策略建議為：一、京劇表演教育啟蒙，開闢潛力市場。二、創新產品、大卡司，建立口碑。三、整合行銷傳播以達□效。 / Arts and cultures surpass races、countries and ideologies, communicate people and build the real foundation of world peace. Chinese Opera which contains rich Chinese culture is now the most popular opera in China. 1995, Ministry of Education combined three triphibious Chinese Opera groups into one national Chinese Opera Group—the National GuoGuang Chinese Opera Company. The company tries to set up a creative Taiwanese style for Chinese Opera and prevail these fine arts. To make the excellent Modern Chinese Opera become the behalf of Taiwanese culture, the marketing strategies for GuoGuang to meet consumers’need is urgent. The study surveyed 500 young consumers by questionaires of 「2005 Chinese Opera contentment survey」, 353 questionaires are recycled, 251 are effective. After Factor Analysis, the result shows that the marketing and product problems lead to the unwillingness to see Chinese Opera; Actors/Actresses inner presence and stage costumes are factors of Chinese Opera contentment; Product Qualities、Cases and outside control elements are factors of the Chinese Opera watching importances. The study interviewed GuoGuang Chinese Opera Company to examine their markeing structure. Besides, the study takes 「Snow Wolf Lake」 as a successful marketing example for benchmark and concludes suggestions for Guoguang: 1. Education of Chinese Opera scripts would be a way to cultivate potential markets; 2.Innovation products and big cases would help the company to build public praise. 3. Make good use of Integrated Marketing Communication to reach for advertisement synergy.

Syfte: Syftet med den här uppsatsen är att öka förståelsen för hur samhällets och teknikens senaste utveckling har bidragit med nya marknadsföringskanaler och vad detta innebär för företags marknadsföringsstrategier. Med detta syfte som utgångspunkt har tre forskningsfrågor formulerats för att avgränsa forskningen än mer: Hur kan smartphones som marknadsföringskanal hjälpa företag att precisera sin marknadsföring till kunden? På vilket sätt har den nya mobila tekniken, i form av smartphones, påverkat företags segmenteringsmöjligheter? Hur kan ett företag använda sig av smartphones, som ett verktyg för att hantera kundrelationer? Metod: Uppsatsen är resultatet av en kvalitativ studie med en huvudsaklig induktiv inriktning. Primärdatainsamlingen har skett genom kvalitativa semistrukturerade intervjuer. Slutsats: Efter att ha undersökt detta ämne har vi dragit slutsatsen att valet av smartphones som kanal kan hjälpa företag att precisera sin marknadsföring genom att telefonen är tillgänglig och personlig för kunden. Därför menar vi att kunders integritet och acceptans kommer att vara avgörande faktorer och viktiga att beakta. Timing är en väsentlig del av precisionsmarknadsföringen och vi har därför presenterat två nya begrepp; företagsstyrd timing och kundstyrd timing. Smartphones har även bidragit med nya möjligheter för företag att segmentera marknaden där vi framhållit slutsatsen att plats och kontext torde vara nya segmenteringsvariabler för företag att beakta. Vår slutsats är även att smartphones är en fördelaktig kanal när det kommer till byggande och hantering av kundrelationer och vi har sett tendenser till att kunden umgås med varumärket på ett sätt som tidigare inte varit möjligt. Vi introducerar ett nytt begrepp, interaktionsintensiva kommunikationsenheter, där smartphones ses som den ledande enhetstypen idag. Nyckelord: Mobilmarknadsföring, smartphones, precisionsmarknadsföring, kundstyrd timing[1], segmentering, kontext, relevans, integritet, kundrelationer, interaktionsintensiva kommunikationsenheter[2] [1]Begreppet är av oss introducerat och utgör en del av en egengjord modell. Se s 58, kapitel 5.1.1 [2]Vi har valt att introducera detta begrepp som ett samlingsnamn för en ny typ av marknadsföringskanal. Se s. 63, kapitel 5.1.3 / Purpose: The purpose of this study is to gain understanding of how the development of the society, as well as the technology, has increased the numbers of marketing channels and how they affect companies’ marketing strategies. In order to investigate this subject we have formulated three main questions: How can smartphones as a marketing channel help companies pinpoint their communication to the customer? How do smartphones affect companies' ability to segment the market? How can a company use smartphones, as a tool to manage customer relationships? Approach: We have done a qualitative study with an inductive approach. Primary data has been collected through seven qualitative semi-structured interviews with persons from different companies. Conclusions: After investigating this subject we have come to the conclusion that using smartphones as a marketing channel can help companies to pinpoint their marketing because of the device’s availability and because that the phone is personal to the customer. We mean that customers’ acceptance and integrity is very important to take into consideration and will be of great importance in how well companies will succeed in its use of smartphones as a marketing channel. Timing is another important question and we have therefore presented two new concepts; business-driven timing and customer-driven timing. Smartphones has also contributed with new strategies when it comes to market segmentation. We suggest place and context as new market segmentation variables so that companies could be able to find their customer in right place and in right time. We have also come to the conclusion that smartphones as a marketing channel is advantageous when it comes to building relationship to the customer and we have also seen tendencies that the customer socialize with the brand in a way that they has not been done before. We have also introduced a new concept, interactive communication devices, which is a name for a new type of marketing channels and where smartphones is the leading device today. Keywords: Mobile marketing, precision marketing, customer driven timing[3], market segmentation, context, relevance, integrity, brand, customer relationship, high interactive communication devices[4] [3]This is a new concept that we have introduced and is a part of a model that we have created. See page 58, chapter 5.1.1 [4]This is a new concept that we have introduced and is a concept for a new type of marketing channel, see page 63, chapter 5.1.3.