This diploma thesis is concerned with a concept of marketing strategy for a chosen company. The main goal of this thesis is to create a marketing strategy for the company. This strategy should be in accordance with holistic marketing concept. This marketing strategy will reflect the main characteristic of the company and the situation of the Czech market as well. This diploma thesis is divided into two parts. The first part describes a theoretical basis of the holistic marketing concept. The second part analyses the level of marketing in the company and suggests new marketing activities.

O objetivo deste trabalho foi estudar a incorporação de temas societais à orientação para o mercado de uma organização, buscando discutir como a orientação das empresas em marketing pode evoluir para o conceito de marketing holístico. Por meio da revisão bibliográfica buscou-se fazer uma análise de vários temas ligados ao comportamento estratégico de uma organização, trazendo uma reflexão sobre a evolução das orientações adotadas possíveis, destacando, em especial, a orientação para o mercado, com sua análise em clientes e concorrentes. Também foram discutidos conceitos ligados à atuação responsável das organizações como a responsabilidade social corporativa, o marketing societal, a análise de públicos interessados, além da teoria dos stakeholders e governança corporativa. Foi realizada uma pesquisa empírica exploratória, do tipo estudo de caso, na qual se buscou verificar como uma organização orientada para o mercado pode trabalhar os demais conceitos discutidos na revisão bibliográfica em seu posicionamento. Além disso, foi feito um estudo de quão alinhada ao conceito de marketing holístico a organização está. O trabalho contribui para verificar que, no caso estudado, conceitos societais e de atuação socialmente responsável podem coexistir com a orientação para o mercado, contribuindo para a entrega de valor superior ao cliente e a avaliação positiva por sua parte da atuação da empresa. A pesquisa também evidenciou que as dimensões do marketing holístico estão presentes na organização estudada, mostrando alinhamento com o questionamento proposto neste trabalho. / The purpose of this work was study the association of societal themes to the market orientation of an organization, discussing how the companies marketing orientation can evolve to the concept of holistic marketing. The theory included in this study supported an analysis of several themes related to the strategic behavior of an organization, allowing a deeper thought about the evolution of the adopted orientations, especially market orientation. Furthermore, some concepts related to the responsible acting of the companies were discussed, as corporate social responsibility, societal marketing, analysis of publics of interest, as well as stakeholder theory and corporative governance. An exploratory research was made – a case study – aiming to verify how a market-driven organization can apply in its market positioning the others topics discussed in the present study. Besides, it was made a study of how much aligned the organization is to the marketing holistic theory. The research showed that, in the case studied, the societal concepts and the socially responsible behavior coexist with the market orientation positioning, helping to provide superior value to the customers and to improve their positive evaluation of the organization. The research also proved that the holistic marketing dimensions exist at the studied company, showing alignment with the questioning of this study.

O objetivo deste trabalho foi estudar a incorporação de temas societais à orientação para o mercado de uma organização, buscando discutir como a orientação das empresas em marketing pode evoluir para o conceito de marketing holístico. Por meio da revisão bibliográfica buscou-se fazer uma análise de vários temas ligados ao comportamento estratégico de uma organização, trazendo uma reflexão sobre a evolução das orientações adotadas possíveis, destacando, em especial, a orientação para o mercado, com sua análise em clientes e concorrentes. Também foram discutidos conceitos ligados à atuação responsável das organizações como a responsabilidade social corporativa, o marketing societal, a análise de públicos interessados, além da teoria dos stakeholders e governança corporativa. Foi realizada uma pesquisa empírica exploratória, do tipo estudo de caso, na qual se buscou verificar como uma organização orientada para o mercado pode trabalhar os demais conceitos discutidos na revisão bibliográfica em seu posicionamento. Além disso, foi feito um estudo de quão alinhada ao conceito de marketing holístico a organização está. O trabalho contribui para verificar que, no caso estudado, conceitos societais e de atuação socialmente responsável podem coexistir com a orientação para o mercado, contribuindo para a entrega de valor superior ao cliente e a avaliação positiva por sua parte da atuação da empresa. A pesquisa também evidenciou que as dimensões do marketing holístico estão presentes na organização estudada, mostrando alinhamento com o questionamento proposto neste trabalho. / The purpose of this work was study the association of societal themes to the market orientation of an organization, discussing how the companies marketing orientation can evolve to the concept of holistic marketing. The theory included in this study supported an analysis of several themes related to the strategic behavior of an organization, allowing a deeper thought about the evolution of the adopted orientations, especially market orientation. Furthermore, some concepts related to the responsible acting of the companies were discussed, as corporate social responsibility, societal marketing, analysis of publics of interest, as well as stakeholder theory and corporative governance. An exploratory research was made – a case study – aiming to verify how a market-driven organization can apply in its market positioning the others topics discussed in the present study. Besides, it was made a study of how much aligned the organization is to the marketing holistic theory. The research showed that, in the case studied, the societal concepts and the socially responsible behavior coexist with the market orientation positioning, helping to provide superior value to the customers and to improve their positive evaluation of the organization. The research also proved that the holistic marketing dimensions exist at the studied company, showing alignment with the questioning of this study.

<p><strong>Purpose –</strong> Target of this study is to develop a social media framework, the essential “ingredient” for a social media concept for the destination Usedom. The following question is in the centre of this investigations attention:  How to create awareness and dialogue by using Social Media for the destination Usedom taking into account the new Usedom Welcome Visitor Centre that will be open 2011?</p><p><strong>Methodology/approach</strong> – Mainly, an observational approach as research method is used to answer the research question, collecting empirical data not by questioning respondents, but by observing different forms of activity. Writing about social media, to use the Internet for observational research is natural and can be further enhanced due to the accessibility and retrieval of information and cross-validation of the information available from several sources.</p><p><strong>Findings</strong> – Social media marketing eliminates the middlemen and provides destinations with the unique opportunity to have a direct relationship with their customers. In today’s knowledge-society where</p><ul><li>people want to engage – want to be active – want to create content on their own </li><li>people talk: online and offline - positive or negative – with or without the destination</li></ul><p>NOT participating is NO option. In case of the isle of Usedom, the Social media concept should be of listening and outreach character. As a holistic marketing approach where “everything matters” is needed for destinations, online and offline activities need each other. In addition to social media marketing even search engine optimisation, ad words and target mails are important tools for a successful online strategy.</p><p><strong>Research limitations/implications – </strong>Most important is the time limitation. The validity period is limited. A Social Media framework of today is not the social media framework of the future. Social media is changing rapidly. New channels appear - others disappear. Moreover, another limitation is the subjectivity: the author of this study observes the Internet in accordance to the research question and allocates a sample pursuant to her knowledge and experience.</p><p><strong>Practical implications</strong> – Aside from the destinations’ website being adapted by social media elements, Facebook serves as ideal tool to nurture relationships between the customer and the destination by being creative, honest and assessing competitors as partners. As one of the easiest and most versatile social networks for professionals today, Facebook is a profile and presence aggregator, channelling all online activity through one main hub and combining almost every online social tool that can be used.</p><p><strong>Originality/value –</strong> Targeting the destination Usedom, but also being applicable for other German tourist destinations, this study provides both: a theoretical and with ideas filled framework to create awareness and dialogue by using social media as complement to traditional marketing activities. Being the first investigation that has been done for the destination Usedom in the field of social media, this study aims to inspire other tourist destinations as well as students to learn about social media and to further investigate in this field.<strong> </strong></p><p> </p>

Purpose – Target of this study is to develop a social media framework, the essential “ingredient” for a social media concept for the destination Usedom. The following question is in the centre of this investigations attention:  How to create awareness and dialogue by using Social Media for the destination Usedom taking into account the new Usedom Welcome Visitor Centre that will be open 2011? Methodology/approach – Mainly, an observational approach as research method is used to answer the research question, collecting empirical data not by questioning respondents, but by observing different forms of activity. Writing about social media, to use the Internet for observational research is natural and can be further enhanced due to the accessibility and retrieval of information and cross-validation of the information available from several sources. Findings – Social media marketing eliminates the middlemen and provides destinations with the unique opportunity to have a direct relationship with their customers. In today’s knowledge-society where people want to engage – want to be active – want to create content on their own people talk: online and offline - positive or negative – with or without the destination NOT participating is NO option. In case of the isle of Usedom, the Social media concept should be of listening and outreach character. As a holistic marketing approach where “everything matters” is needed for destinations, online and offline activities need each other. In addition to social media marketing even search engine optimisation, ad words and target mails are important tools for a successful online strategy. Research limitations/implications – Most important is the time limitation. The validity period is limited. A Social Media framework of today is not the social media framework of the future. Social media is changing rapidly. New channels appear - others disappear. Moreover, another limitation is the subjectivity: the author of this study observes the Internet in accordance to the research question and allocates a sample pursuant to her knowledge and experience. Practical implications – Aside from the destinations’ website being adapted by social media elements, Facebook serves as ideal tool to nurture relationships between the customer and the destination by being creative, honest and assessing competitors as partners. As one of the easiest and most versatile social networks for professionals today, Facebook is a profile and presence aggregator, channelling all online activity through one main hub and combining almost every online social tool that can be used. Originality/value – Targeting the destination Usedom, but also being applicable for other German tourist destinations, this study provides both: a theoretical and with ideas filled framework to create awareness and dialogue by using social media as complement to traditional marketing activities. Being the first investigation that has been done for the destination Usedom in the field of social media, this study aims to inspire other tourist destinations as well as students to learn about social media and to further investigate in this field.

The Master’s thesis deals with the issue of the proposal of a marketing strategy in Melzer company in the area of Customer Relationship Management (CRM) of Information Systems (IS). It concentrates on modern marketing conception and emphasizes the necessity of effective CRM. It explains important factors in connection with successful CRM IS implementation. It analyses domestic market of CRM IS including information system QI which is supplied by Melzer company as well as an internal CRM atmosphere in the firm. In the practical part there are analytical conclusions and recommendations leading to the proposal of the marketing strategy. This should significantly enable the firm to penetrate into the market of CRM IS and become successful.

The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.

L’omni-canal constitue un idéal que la plupart des distributeurs cherche à atteindre en vue de s’adapter aux nouvelles exigences du marché (i.e. évolution du comportement des consommateurs et des standards concurrentiels). Dans la lignée des recherches en marketing de la distribution, nous cherchons à comprendre comment s’opère la mutation des distributeurs multi-/cross-canal vers l’omni-canal, du point de vue organisationnel. Au-delà de l’aspect technologique (e.g. modernisation des systèmes d’information ou logistiques), nous nous interrogeons sur la dimension culturelle de la transformation de ces acteurs « historiques » (e.g. révision des modes de fonctionnement et de pensée au sein des organisations et auprès de leurs membres). Nous nous intéressons d’abord à l’émergence de l’omni-canal et soulignons le changement culturel qu’il requiert ; la culture organisationnelle permet ensuite d’appréhender ce que recouvre ce changement culturel ; enfin, dans le cadre d’une stratégie de marketing interne, le storytelling contribue à faciliter la mutation auprès des collaborateurs, premiers destinataires du changement. Nous mettons en oeuvre une étude de cas multiples pour explorer la manière dont la mise en récit du changement par les distributeurs permet de favoriser l’émergence et le déploiement d’une « culture omni-canal ». Nos résultats témoignent d’une convergence dans la manière dont le changement s’opère mais aussi dont les distributeurs le racontent au travers d’un « storytailing » commun, dessinant les prémices d’une « révolution culturelle » de la distribution. Celle-ci se traduit par une vision élargie de la notion d’omni-canal à celle « d’omni-commerce » et une volonté des distributeurs de définir leur agency. / Most retailers strive to reach the omni-channel ideal in order to meet new market requirements (i.e. evolution of consumer behavior and competition standards). In this study, we seek to understand how multi-/cross-channel retailers transform into omni-channel, from an organizational point of view. Beyond the technological aspect (e.g. modernization of information systems and logistics), we investigate the cultural dimension of the change in “historical” actors (e.g. overhaul of processes and ways of thinking inside organizations and among their members). First, we explore the emergence of omni-channel and outline the cultural change that it requires; then, we investigate organizational culture as a means to achieving such cultural change; finally, when formulating marketing strategy, we propose storytelling as an internal marketing approach with collaborators, who are often the first recipients of change. We conduct multiple case studies to explore the narrative of change whilst favoring the emergence and deployment of an “omni-channel culture”. Our findings show confluent results about the way retailers change and tell this story. Their narrative reveal a shared “storytailing”, shaping the premises of a “cultural revolution” in retailing. It is reflected in the proposition of a widened conception of omni-channel through “omni-commerce” and a wish for retailers to define their agency