El mercado de bebidas alcohólicas en el Perú es peculiar debido a las preferencias de los consumidores, en este sentido la cerveza cobra gran protagonismo, debido a su arraigo con el consumidor peruano. Así mismo, las actividades de marketing digital se han incrementado exponencialmente en el rubro en mención, por lo que es determinante para la presente investigación analizar ambos factores de cara a la escena actual del mercado de cervecería tradicional y la digitalización de los consumidores. Por lo antes expuesto, el objetivo del presente estudio es investigar como las actividades de Inbound Marketing guardan relación con el valor de marca de las cervezas tradicionales del segmento masculino del NSE C que residen en la zona 8 de Lima metropolitana. Para ello se diseñó una investigación cualitativa con la aplicación de instrumentos como focus group y entrevistas a especialistas, así mismo una investigación cuantitativa a una muestra de 385 personas a las cuales se le aplicó una encuesta. En este sentido, se consulta y contrasta con principales autores de investigaciones respecto a la metodología del Inbound Marketing y valor de marca, para que permita corroborar los resultados de la presente investigación. Finalmente, se obtuvo que las variables descritas si guardan relación entre sí, pues las actividades de atracción e interacción, propias del Inbound Marketing, incrementan positivamente el valor de marca, dado a sus esfuerzos en la comunicación empática y bidireccional. / The market of alcoholic beverages in Peru is peculiar due to the preferences of the consumers, in this sense the beer takes great prominence, due to its roots with the Peruvian consumer. Likewise, digital marketing activities have increased exponentially in the area in question, so it is crucial for the present investigation to analyze both factors facing the current scene of the traditional brewing market and the digitalization of consumers. For the foregoing, the objective of this study is to investigate how the activities of Inbound Marketing are related to the brand value of the traditional beers of the male segment of the NSE C that reside in zone 8 of metropolitan Lima. To this end, qualitative research was designed with the application of instruments such as focus group and interviews with specialists, as well as a quantitative investigation of a sample of 385 people to whom a survey was applied. In this sense, it is consulted and contrasted with leading research authors regarding the methodology of Inbound Marketing and brand value, in order to corroborate the results of this research. Finally, it was obtained that the variables described are related to each other, since the activities of attraction and interaction, typical of Inbound Marketing, positively increase brand value, given their efforts in empathic and bidirectional communication. / Trabajo de investigación

Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing techniques of each organization. Interview transcripts and documents were examined to identify key ideas, and then analyzed using cross-case analysis to identify common themes. Included in the findings were themes such as the importance of cultural understanding, the value of message translation, the power of partnership with local organizations, and the effectiveness of e-mail marketing. The findings from this study may result in social change by increasing revenue and growth for nonprofit healthcare organizations, making them better able to provide services to all members.

In the competitive and fast-paced industry of residential real estate, digital marketing strategies must effectively meet the information needs and demands of the industry’s three key stakeholders: buyers, sellers, and agents. Digital house hunting is the predominant search strategy for prospective homebuyers who scour the Internet looking for homes to purchase. Property sellers and real estate professionals, whose shared end-goal is to transact a successful sale, must discern which digital marketing choices are optimal for marketing for-sale properties online in the digital channels where buyers are searching. A 2008 settlement agreement between the Department of Justice and the National Association of Realtors over concerns of anticompetitive policies relating to virtual office websites (VOWs) led to a shift in responsibility from the agent to the seller regarding which online marketing options will be associated with the online property listings. Real estate agents allocate time and resources to market properties on behalf of sellers, and need strategies that cater to buyers’ search preferences and sellers’ online marketing prerogatives while remaining effective and cost-efficient. Previous empirical studies using MLS data have considered the effects of seller marketing choices of real estate platforms and types of agents (i.e. full-service, flat-fee, etc.) as well as the impacts of a variety of agent marketing efforts on the market outcomes of sales price, time on the market, and the probability of sale. This research extends prior work by providing a quantitative analysis of the effects digital marketing choices of sellers (allowing “blogging” or third-party commentary) and digital marketing efforts of the agents (using a virtual tour) have on market outcomes. This analysis also includes a novel inquiry into what, if any, measurable effects the various platforms chosen for the virtual tours have on market outcomes.

Background: The use of digital marketing channels during the last years has increased significantly, especially the use of marketing on the Internet. Hence the communication chart of marketing has been redrawn. The technological development has had a major impact on the marketing discipline. The integration of information technology and marketing has resulted in the emergence of a new field, namely e-marketing. Hence the need for further research is desirable. Purpose: The purpose of this study is to examine alternative marketing procedures that a company can apply to increase the digital awareness and manage their customer relationships. Theoretical framework: Theories regarding digital marketing cycle, SEO and customer relationship. Method: This research is based on data collected through a primary semi-structured interview with a company active in the corporate information industry which also provides a RFQ service. We have also conducted ten structured interviews with companies who have used the services provided by the primary company. Furthermore a content analysis regarding SEO has been completed. Conclusions: We have identified several alternative marketing procedures that can increase a company´s digital awareness and enable a successful managing of their customer relationships. These alternative marketing procedures have been concluded by use of the theoretical framework and then adapted toward our empiricism. Furthermore we have constructed distinct guidelines that create favorable conditions for the initiation and completion of the model digital marketing cycle.

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Aim: This study is part of a digital activation plan that was done for Sony Ericsson’s GreenHeart™ team in the fall of 2009. The investigation presents and discusses what Sony Ericsson and its 4 main competitors (Nokia, LG, Samsung and Motorola) have done within green digital marketing and how the subject was communicated on their webpages. The aim of this study is to: • To present and analyze consumer insights on ecologically-driven technology • To present and analyze the eco-marketing digital practices and strategies used by 4 competitive mobile phone brands • To propose a digital green marketing strategy for GreenHeart™ Method: This study consists of interviews with Sony Ericsson personnel, literature and web analysis that focus on the green initiatives of mobile phone manufacturers in the digital channel. Result & Conclusions: A main issue with green products is that consumers tend to find them not as good as non-green products. Consumer insight studies suggest that that the best way to communicate and promote green products is to focus on their direct benefits to consumers in comparison to non-green products, and communicate the green benefits only as a secondary message. This was also supported by theories such as Levit’s concept of “marketing myopia”, which describes a marketer’s tendency to focus on product features rather than consumer benefits. When analyzing the webpages of Sony Ericsson’s top 4 competitors, it was 3 evident that all 4 mobile phone manufacturers employed green digital marketing in quite a homogenous way. One striking similarity was that all brands have separated their green initiatives from the core of the website. It is a possibility that marketers have done this intentionally since consumers tend to associate green with lesser quality. In order for Sony Ericsson GreenHeart™ to stand out from the competitors, it was therefore suggested that green information should be integrated into the website and to communicate GreenHeart™ as a value-added product feature rather than a product in itself. Suggestions for future research: It is recommended to continue this research and to compare the findings from the mobile phone industry with other industries, such as the Fast Moving Consumer Goods (FMCG), where Green and Organic branding at a glance seem to have been developed strongly. It would be interesting to gain a perspective on the similarities and differences in the green marketing practices of different industries, but also to gain knowledge and inspiration on how green consumer electronics could be marketed in a more effective and integrated fashion. In this perspective, analyzing any variations between on- and off-line marketing initiatives would be interesting to see if the green message changes in a typical marketing mix. Moreover, it would be good to counter analyze the psychological mechanisms why, for certain industries such as food, green products are regarded as high quality whilst in another industry like electronics, green products are regarded as having lesser quality and business value. Contribution of the thesis: The most important finding of this study is that all the analyzed mobile phone manufacturers have many green initiatives. However, they are communicated separately from all other marketing and communication initiatives in the main digital channel. They tend to be set aside that consumers need to search for them, thus the messages are not delivered seamlessly. This makes it appear that green initiatives are being regarded as something obligatory rather than something that has true business value. Using Theoretical arguments on communication strategy from Levit and ClearWorks show how this, in reality, can be changed and be integrated with product marketing where it can generate a more significant business value

Bakgrund: Internet och sociala medier är idag en naturlig del av människors vardag och företag lägger allt mer av sin marknadsföringsbudget på att synas i digitala plattformar. Sociala medier har blivit en viktig marknadsföringskanal för e-handelsföretag, vilket har visat sig innebära både möjligheter och hinder. Vidare har tidigare forskning lyft fram goda kundrelationer som en viktig komponent för företags framgång. Samtidigt som det har framkommit att det finns en skillnad mellan hur e-handlare gentemot den traditionella butikshandeln kan skapa relationer med sina kunder, då köpare och säljare aldrig får möjlighet till att mötas ansikte-mot-ansikte. Syfte: Avsikten med denna studie är att analysera hur e-handelsföretag använder sig av sociala medier och huruvida dessa medier möjliggör för e-handlarna att skapa och utveckla kundrelationer. Syftet med studien är även att bidra med rekommendationer för hur e-handelsföretagen kan skapa och utveckla kundrelationer via sociala medier, samt att identifiera och analysera de hinder som begränsar e-handlares användning av sociala medier. Metod: Författarna för denna uppsats har valt att använda sig av en kvalitativ forskningsmetod för att generera en djupare kunskap och analys för forskningsområdet. Vidare har författarna strävat efter en induktiv ansats i studien, dock återfinns vissa inslag av deduktion. För att samla in empirisk data har sju kvalitativa intervjuer genomförts med respondenter som utifrån ett företagsperspektiv har god kunskap och insikt i ämnet. Slutsats: Studien har kommit fram till att e-handelsföretag i heminredningsbranschen kan använda sociala medier till att skapa och utveckla kundrelationer, genom att skapa konversationer, bygga engagemang, erbjuda mervärden och identifiera nya kunder. / Background: Internet and social media is now a natural part of people’s everyday life, and businesses are placing more and more of their marketing budget to appear in digital platforms. Social media has become an important marketing channel for e-commerce companies, which have shown to pose both opportunities and obstacles. Furthermore, prior research highlighted good customer relations as a key component of corporate success. Meanwhile it has emerged that there is a difference between how e-tailers and the traditional retail trade can create relationships with their customers, as online buyers and sellers never get the opportunity to meet face-to-face . Aim: The purpose of this study is to analyze how e-businesses are using social media and whether these media enables e-tailers to create and develop customer relationships. The purpose of this study is also to contribute with recommendations for how e-tailers can create and develop customer relationships using social media, and to identify and analyze the barriers that restrict e-retailers use of social media. Method: The authors of this paper have chosen to use a qualitative research method to generate deeper knowledge and analysis of the research area. Furthermore, the authors sought an inductive approach to the study, however, certain elements of deduction can be identified. To collect empirical data seven interviews were conducted. The respondents were chosen based on their good knowledge and understanding of the subject, from a business perspective. Conclusion: This study has concluded that e-commerce companies in the home furnishings industry can use social media to create and develop customer relationships by creating conversations, build commitment, offering added value and identify new customers.

Digital platforms have established new ways within marketing for consumers and brands to interact. This has called for a paradigm shift denoting a phenomenon of shifting consumer and company roles, creating opportunities for interaction and value creation. Nike – the worlds biggest sports apparel company – has succeeded in embracing these new conditions with their digital service application Nike+ and the related brand community. This case study of Nike+ sets out to investigate how these new structural conditions of digital platforms have affected the interactions between consumer and firm at the level of the brand. Ten semi- structured interviews with users of the Nike+ application were conducted together with a netnography of the Nike Running forum on Facebook. The data revealed how firms with the use of digital platforms, independent of locational boundaries, can form a synergy that allows for interaction and value creation for both brand and consumer. Consumers are given flexibility in the creation of brand experience, through the resources facilitated by the brand, hence having the opportunity to create and co-create useful value. From the process of this synergy brands are given a “second life” in the digitized sphere. A “second life” where consumer and brand process cooperate in order to influence each other’s processes as well as being a way to claim a central place in the everyday life of the consumer.

Submitted by Tatiana Lima (tatianasl@ufba.br) on 2016-07-01T18:59:09Z No. of bitstreams: 1 Bezerra, Cecília Oliveira.pdf: 6182870 bytes, checksum: 76df68ef28d9ebae26b808e5a1b79759 (MD5) / Approved for entry into archive by Tatiana Lima (tatianasl@ufba.br) on 2016-07-05T20:15:53Z (GMT) No. of bitstreams: 1 Bezerra, Cecília Oliveira.pdf: 6182870 bytes, checksum: 76df68ef28d9ebae26b808e5a1b79759 (MD5) / Made available in DSpace on 2016-07-05T20:15:53Z (GMT). No. of bitstreams: 1 Bezerra, Cecília Oliveira.pdf: 6182870 bytes, checksum: 76df68ef28d9ebae26b808e5a1b79759 (MD5) / As práticas de marketing digital e comércio eletrônico podem potencializar a percepção sobre produtos e incentivar o consumo. No campo da gestão social, percebemos um descompasso na velocidade da apropriação destas tecnologias, quando falamos de produtos culturais, em especial, o artesanato brasileiro. Além disso, atuar com e na internet não representa o uso qualificado de tecnologias que priorizem a promoção da identidade cultural. Esta pesquisa propõe o desenvolvimento de uma tecnologia social, o Website "Artesão Digital", focada na promoção e no fortalecimento da tradição artesanal, a partir do uso das ferramentas do marketing digital e comércio eletrônico, que respeitem e valorizem a identidade cultural dos artesãos brasileiros, além de ensiná-los a dar destaque ao seu trabalho, bem como seus produtos. Propõe-se mecanismos que reforcem o valor da tradição, da identidade e dos fazeres artesanais. A metodologia foi exploratória descritiva, utilizando-se das técnicas de entrevista e análise de documentos. Destaca-se como resultados, o fato de que esta tecnologia social poderá se tornar referência para os artesãos sobre como utilizar as ferramentas disponíveis na internet, na perspectiva de poder ampliar as suas possibilidades de atuação. Como vantagem, observa-se ainda que as ferramentas da Web são de fácil acesso e baixo custo e uma melhor compreensão sobre a sua aplicabilidade pode contribuir para conquista de resultados satisfatórios e compatíveis com a riqueza da identidade cultural dos artesãos brasileiros. Pode ser utilizada em outros campos de atuação da gestão social. Digital marketing and e-commerce practices can boost perception about merchandise and incentive consumption. In the field of social management, it´s seen a mismatch concerning the velocity of appropriation of these technologies by cultural products and especially by the Brazilian handicrafts. Thus, the internet use does not represent the qualified use of technologies that prioritize promoting cultural identity. This research aims at the development of a social technology, the website “Artesão Digital”, focused on the promotion and strengthening of the artisan tradition originated by the use of digital marketing and e-commerce tools that respect and value the cultural identity of Brazilian artisans and that also teach them to highlight their work as well as their products. Mechanisms that reinforce the value of the tradition, identity and artisan doings are here suggested. It was used an exploratory and descriptive methodology based on interview techniques and document analysis. As a result this social technology will hopefully be a reference to artisans when using the available internet tools to broaden the possibilities of their performance. As benefits the web tools can be easily accessed, don’t require high investments and lead to a better comprehension of how their applicability can contribute to satisfactory results that are compatible with the cultural identity of Brazilian artisans. It can also be used in other fields of social management.

Many small/medium-sized businesses to business companies today struggle withdeciding what marketing strategy to adopt since they do not have the same resources aslarger companies have. Large businesses have certain inherent advantages over smallercompanies. They are usually more established on the market, they have moreestablished customers and they have greater amounts of funds and resources in terms offor example, personnel. Yet, SMEs play a crucial role in the European economy wherethey represent an overwhelming majority of 99.8% of enterprises active within EU ́snon-financial business economy. The research that has been made regarding the socialmedia marketing usage and adoption also points to that there is lack of research withinthe B2B sector comparing to the B2C sector. Yet, the research that has been madeindicates that there are several potential benefits of utilizing social media, it has thepotential to generate higher brand awareness, exposure, increased traffic and higherpurchase intentions than what, for example, traditional marketing has and it is alsoknown to be more cost effective. Still, many businesses have still not fully understoodthe potential benefits of utilizing social media as a marketing communication tool,especially SMEs within the B2B sector. Something that they do seem to adopt isrelationship marketing which is not a new phenomenon, it has been one of the majorparadigms in the marketing literature the last decades and is also known to be costeffective and beneficial in many areas. Therefore, the authors in this study chose tomake a comparison between relationship marketing and digital marketing, to see whatstrategy is the most effective one in terms of awareness, purchase intentions and returnof investment. So, the authors carried out a qualitative and multiple case study withseven SMEs in the B2B sector in Sweden. The result show that for creating awarenessdigital marketing seems to be more effective and for creating purchase intentions.Regarding ROI, it was challenging for the authors to draw any connections or to makean overall conclusion about it. It was also found that the companies utilize social mediamarketing mostly for relationship marketing purposes and not as sales channels and thatmost of the companies lack resources both in terms of personnel, time and funding’swhen it comes to social media marketing.