Marketing not merely refers to selling, advertising, sales promotion and public relation, but also includes various perspectives which shows solid knowledge and sturdy ability. Marketing relates to corporate operation and public daily lives intensively as well. However, it is difficult for corporation to implement diversified marketing activities due to confined product features. Marketing programs are particularly restricted to narrower scopes within the boundary of market characteristic and industry common practices for conventional industry. In virtue of the price fluctuation of international steel products in recent years, how to increase market share with more innovative marketing programs is an important strategic concern of steel industries. Hence, marketing innovation has become the breakthrough point that conventional industry needs to pursuit. This study profoundly analyzes the H-company, which has carried out its traditional sales practices for more than thirty years, by literature review and case study methodology. After recognizing the target market and focusing on meeting customers¡¦ needs, we developed the innovative marketing strategies containing product, price, place and promotion aspects. Next, we integrated marketing techniques of horizontal and vertical alliances, financial instruments as well as marketing concepts. Then, by thoroughly executing ISO quality policy ¡§ pragmatic quality, customer satisfaction¡¨ which H-company has exercised to build its new competition strategies and target of growth and profit. Based on these integrated concepts, we constructed an innovative marketing model. Finally, the in-depth interviews were made to verify the feasibility of this innovative marketing model from customers¡¦ perspective. The sample comprised two direct clients and two intermediary agents, were selected from customers of H-company. The research reached the conclusions that the innovative marketing model proposed by this study has not only verified its market feasibility through clients¡¦ in-depth interview, but also modified from customer¡¦s perspective to fit customer needs. The ultimate target of the modified model is creating high customer value through high quality consistency, pricing based on customer value, forming closer partnership relationship, delivery reservation system, trustworthy business image, integrated service combining constructional reinforced steel bar forming industry or concrete industry, and marketing-finance integration service. The verification via deep customer interviews also demonstrates that the revised innovative marketing model can best approach customer needs and acquire high marketing achievements. Last but not least, the study was done in research methodology and provided some strategic implications, making up its contributions to both academic and practical aspects.

We are a few years into a paradigm shift where mobile Internet usage around the world is increasing fast. Smartphones have in Sweden become the device a substantial proportion of the population have, and companies have seen them as a new way to communicate with consumers. This thesis is a case study of four smartphone applications issued by companies in brand building purposes. The applications are King of the slope by Vattenfall, Körklar? by SalusAnsvar, McWrap Go&Get by McDonalds and Många Sträckor Små by Lantmännen. Empirical materials are gathered through semi-structured interviews with people involved in the creation of each application. Results are then analysed based on what initial goals each issuer had set for the application with the aim of obtain learnings valuable to future application issuers. Findings have shown that the mindset when creating these applications has generally been short-term. This contradicts the nature of a mobile application and its purpose of strengthening a company’s brand, which usually is a long-term process. We advocate a more long-term mindset and a consumer-oriented standpoint instead of product- oriented when creating mobile applications for branding purposes.

Darbe siekiama apibendrinti kietojo biokuro rinkos plėtros aspektus nagrinėjant jos struktūrinius pokyčius bei rinkos dalyvių elgseną. Teorinėje dalyje analizuojamas rinkodaros sprendimų priėmimo procesas ir inovatyviosios rinkodaros priemonių svarba siekiant šios verslo sistemos vystymo. Kietojo biokuro rinkos segmentų valdymo moksliniai-praktiniai sprendimai yra orientuoti taikyti tokias rinkodaros priemones, kurios padėtų gerinti tiekimo sistemos struktūriškumą. Tiriamojoje dalyje, remiantis kietojo biokuro rinkos dalyvių sąveikos įvertinimu, atliekamas jų veiklos plėtros galimybių vertinimas. Empirinio tyrimo pagrindas – apklausa. / The final thesis aims to examine the development aspects of solid biofuel market by summarizing the structural changes and the behavior of market entities. The theoretical analysis includes the marketing decision-making process and innovative marketing tools to achieve development of solid biofuel market. The scientific-practical managerial solutions are oriented towards the application of marketing tools that improve the supply system for the segments of solid biofuel market, which is structural complex and undeveloped. The research covers the basis of solid biofuel market interactions including activities of entities with the feasibility development assessment. The empirical basis of the study – a survey by questionnaire.

This thesis focuses on the practical application of semiotics in marketing and its application to selected innovative marketing campaigns in the Czech Republic. The main reason for choosing this topic is to analyze the possibility of using semiotics in the constantly developing area of marketing that the Czech Republic has not yet built its solid foundation. Semiotics is an interdisciplinary field whose applicability in practice is widely available, but still not enough used. The thesis presents an insight into both these fields, the possibility of interconnection and utilization, taking into account the situation of modern man, as a participant in a consumer society influenced by ubiquitous advertising message, which is surrounded by. Keywords Semiotics, Marketing, Applied semiotics, Semiotics in marketing, Sign, Innovative marketing techniques.

本研究旨在如何透過創新的營銷模式，如電子醫藥行銷及電子醫藥平台，來解決跨國製藥廠在台灣面臨的困境。本研究以個案公司為研究對象，透過傳統策略規劃流程來做策略分析、策略擬定及策略執行。策略分析主要在分析內外部環境，外部環境，先透過五力分析來確認製藥產業的吸引力及哪一項競爭力是跨國製藥廠最需重視的，接著討論醫業環境的演變及對傳統營銷模式的衝擊。內部分析，主要針對個案公司做情勢分析，透過個案公司的組織目標、BCG矩陣分析模型、核心競爭力、品牌權益市場調查、高涉入購買決策過程分析、SWOT分析、商業模式和4C（四種交換成本）處分析來判斷情勢。從分析的結果來確認主要問題及機會，然後根據主要問題及機會來擬定相對策略，最後分析執行行動方案的成效來驗證策略的正確性。 / This study explores how the innovative marketing and sales model (such as eDetailing and Physician Digital Platform) can help to overcome the obstacles that international pharmaceutical company has been facing in Taiwan. This research is a case study for an international pharmaceutical company. The study is mainly focused on Taiwan’s pharma division. They study is structured in 3 major sections – strategy analysis, strategy defining and strategy execution. For the analysis, it focuses on analyzing external and internal environment. For the external environment, first apply the 5-force theory to identify the attractiveness of the industry and which competitive forces should be focused on. Then it discusses the evolution of the pharmaceutical industry in Taiwan and how it impacts the traditional sales model. The internal analysis focuses on the case study of the company. Use tools and models such as BCG Matrix, core competency, brand equity market research, buying process, SWOT, business model and 4 Costs model to analyze the studied company’s situation. Through the analysis, identify the key problem and opportunity and make corresponding strategies. At the final section, validate the strategy’s effectiveness through analyzing the execution of the innovative marketing and sales model initiatives.

隨著數位時代的來臨，數位食譜的發展蔚為風潮，也以各種形式進行行銷推廣，再加上以文化融入創意、行銷而廣受歡迎的文化創意產業也相當風行，如何將文化價值帶入數位食譜中，創造新的火花，值得探究。 本研究以量化之網路問卷為主、質化之深度訪談法為輔，利用動機理論的概念及Maslow(1943)的需求理論了解數位食譜使用者使用數位食譜的動機、需求，另運用Davis et al.(1989)提出的科技接受模型、張銀益等人(2010)提出的手機線上遊戲特性進行延伸，做為使用者需求問卷調查的評測及分析指標，並依照以下項目分別對使用者的想法進行探討：(1)使用動機與需求、(2)知覺價值、(3)數位食譜三大平台特性與使用意願、(4)數位食譜行銷策略、(5)手繪插畫與數位食譜結合之吸引力。探討數位食譜的發展現況及行銷策略則以質化之深度訪談法進行，訪談國內數位食譜網站愛料理、多多開伙，外國案例則是美國手繪食譜網站They Draw & Cook，並且發現現有數位食譜平台主要的行銷策略以依照節慶或食材進行主題式的行銷活動居多，除了數位食譜網站/App本身的食譜內容外，常見的行銷方式則為(1)社群媒體、(2)異業合作與置入、(3)實體產品發行或實體活動。創新行銷案例探討則以覺旅咖啡為對象，以質化之深度訪談法了解其創新行銷方式，並發現覺旅咖啡將文化價值深植於體驗行銷的概念是數位食譜平台應該加以學習、深化的行銷方式。綜合以上結果，本研究對研究結果進行分析及整理，並對數位食譜的行銷策略與發展提出建議。 最後，本文將研究結果運用於輔助、支持Illuscook+的創作發展與功能設計，將 Illuscook+做為數位食譜創新行銷策略的構想場域，在「資訊有用性」、「介面易用性」及「使用趣味性」上均收到使用者相當良好的評價，未來可持續發展為具有完整功能的數位食譜資訊整合平台。 / With the advent of digital age, the development of digital recipes is a growing trend, they market and promote themselves in various forms. Besides, the cultural and creative industries which integrate culture, creation and marketing are quite popular, bringing cultural values into digital recipes and creating new spark are worth exploring. In this study, researcher used online questionnaires and depth interviews to understand users’ motivations and needs of using digital recipes, supplemented by motivation theory and Maslow's hierarchy of needs (1943), also used TAM by Davis et al. (1989) and mobile online games features by Chang Yin-Yih et al. (2010) as the indicators of evaluation and analysis of questionnaires. This study used the following items to discuss user’s ideas of digital recipes: (1)usage motivations and needs, (2)perceived value, (3)the relations between three characteristics of digital recipe platforms and willingness to use, (4)marketing strategies of digit recipes, (5)the attraction of combining hand-drawn illustration and digital recipe. Researcher explored the current development and marketing strategies of digital recipes in depth interviews, using iCook, dodocook and They Draw & Cook as subjects. Through the results of interviews, the main marketing strategy of existing digital recipes platform is theme-based marketing activities in accordance with festivals or ingredients, and in addition to their own recipe content of digital recipe website / App, the common ways of their marketing are: (1)social media, (2)cross-sector cooperation and placement, (3)release actual products or hold actual activities. Depth interview was also used to know the innovative marketing of Journey Kaffe, and found that its concept of making cultural values deeply rooted in the experiential marketing is the way that digital recipes platform should learn. Based on the above results, this research analyzed and organized the findings, and made recommendations of digital marketing strategies and development. Finally, the results of study was used to support the development and functional design of Illuscook+, made it a field to realize the innovative marketing ideas of digital recipes, and had received pretty good feedback from users in "information usefulness", "interface usability" and "usage interesting", may develop as a fully functional digital recipe platform in the future.

Abstracts in English and Zulu / The main objective of this study was to investigate the impact of innovative marketing on the performance of Ghanaian food processing SMEs. The research study was carried out in response to the scholarly and managerial interest in the construct of innovative marketing as a novel competitive tool and its effect on performance in food processing SME organisations. This research study examined the effect of the six components of innovative marketing (i.e. marketing mix variables (MV), marketing modification (MM), integrated marketing (IM), customer focus (CF), market focus (MF) and value proposition (VP) on the four components of food processing SME performance i.e. financial performance (FP), customer performance (CP), internal business process performance (IBPP) and learning & growth performance (LGP). The research study was carried out on 225 food processing SMEs on the registered list of the National Board for Small Scale Industry (NBSSI) in the Eastern Region of Ghana. The study was quantitative in nature with the use of questionnaires distributed to 225 owners/managers of food processing SMEs in the Eastern Region of Ghana. Through an extensive literature review, a conceptual framework and empirical result from 225 food processing SMEs in Ghana, the research study employed exploratory factor analysis along with structural equation modelling – path analysis to evaluate the proposed model for understanding the relationships among the constructs. The collected data was analysed through descriptive statistics and multiple regression analysis using the Statistical Package for the Social Science (SPSS) version 23 and STATA version 15.1. The reliability of innovative marketing and food processing performance factors were determined using Composite Reliability and Cronbach’s alpha and the validity of the factors of innovative marketing and food processing SMEs were also ascertained using convergent and discriminant validity methods. The research study established that SMEs in the food processing sector in Ghana exhibit high levels of five innovative marketing factors (i.e. market focus, value proposition, customer focus, integrated marketing and marketing mix variables) which impact on all four factors of food processing SME performance (i.e. financial performance, customer performance, internal business process performance and learning and growth performance) whereas marketing modification, a factor of innovative marketing, indicated insignificant association with food processing SME performance. The recommendation of the conducted research study made a clear statement that food processing SMEs in Ghana should maintain a positive attitude towards innovative marketing, and also negate the effect of innovative marketing challenges to achieve high performance. The conclusions that were drawn from the conducted research study indicated that the main research objective had been achieved. Hence, innovative marketing positively influences the performance of food processing SMEs in Ghana. / Inhloso enkulu yalolu cwaningo bekungukuphenya umthelela wokumaketha okusha ekusebenzeni kwama-SME wokucubungula ukudla waseGhana. Ucwaningo lwenziwe kuphendulwa intshisekelo yezifundiswa nezokuphatha ekwakheni ukumaketha okusha njengethuluzi lokuncintisana lenoveli nomphumela walo ekusebenzeni ezinhlanganweni zokucubungula ukudla kwama-SME. Lolu cwaningo lubheke umphumelela wezinto eziyisithupha zokumaketha okusha (isbokuguquguqukayo kokuhlanganiswa kokumaketha (MV), ukuguqulwa kokumaketha (MM), ukumaketha okuhlanganisiwe (IM), ukugxila kwamakhasimende (CF), ukugxila emakethe (MF), nokuphakanyiswa kwevelu (VP) ezingxenyeni ezine zokulungiswa kokudla ukusebenza kwe-SME okungukuthi, ukusebenza kwezezimali (FP), ukusebenza kwamakhasimende (CP), ukusebenza kwenqubo yebhizinisi yangaphakathi (IBPP), nokusebenza kokufunda nokukhula (LGP). Ucwaningo lwenziwe kuma-SME wokucubungula ukudla angama-225 ohlwini olubhalisiwe lweNational Board for Small Scale Industry (NBSSI) esifundeni esiseMpumalanga yeGhana. Lolu cwaningo belunobuningi ngokwendalo ngokusetshenziswa kwamaphepha emibuzo anikezwe abanikazi/abaphathi abangama-225 bokucubungula ukudla ama-SME esifundeni esiseMpumalanga yeGhana. Ngokubuyekezwa okubanzi kwezincwadi, uhlaka lomqondo kanye nomphumela wezobuciko kusuka kuma-SME wokucubungula ukudla angama-225 eGhana, ucwaningo lwasebenzisa ukuhlaziywa kwezici zokuhlola kanye nokuhlelwa kwesimo sokulinganisa - indlela yokuhlola imodeli ehlongozwayo yokuqonda ubudlelwano phakathi kokwakhiwa. Imininingwane eqoqiwe yahlaziywa ngezibalo ezichazayo kanye nasekuhlaziyweni okuningi kokuhlehla kusetshenziswa i-Statistical Package ye-Social Science (SPSS) inguqulo 23 kanye ne-STATA version 15.1. Ukuthembeka kokumaketha okusha kanye nokusebenza kokucubungula ukudla kunqunywe kusetshenziswa i-Composite. Ukuthembeka kanye ne-alpha kaCronbach nokuba semthethweni kwezici zokumaketha okusha nokuqhutshwa kokudla kwama-SME nakho kwaqinisekiswa kusetshenziswa izindlela zokuqinisekisa nezokunbandlulula. Ucwaningo luye lwaveza ukuthi ama-SME emkhakheni wokulungiswa kokudla eGhana akhombisa amazing aphezulu wezinto ezinhlanu ezintsha zokumaketha (okusho ukugxila emakethe, ukuphakanyiswa kwenani, ukugxila kwamakhasimende, ukumaketha okuhlanganisiwe kanye nokuxubana kokuxubana kokumaketha) okunomthelela kuzo zonke izici ezine zokulungiswa kokudla ukusebenza kwe-SME (okusho ukusebenza kwezezimali, ukusebenza kwamakhasimende, ukusebenza kwenqubo yebhizinisi yangaphakathi nokusebenza kokufunda nokukhula), kanti, ukuguqulwa kokumaketha, okuyisici sokumaketha okusha, kukhombisa ukuzihlanganisa okungabalulekile nokusebenza kokudla kwe-SME. Incomo yocwaningo olwenziwe yenze isitatimende esicacile sokuthi ama-SME okucubungula ukudla eGhana kufanele agcine isimo esihle mayelana nokukhangisa okusha, futhi angaphikisi nomphumela wezinselelo ezintsha zokumaketha ukuza kuzuzwe ukusebenza okuphezulu. Iziphetho ezithathwe ocwaningweni olwenziwe zikhombisile ukuthi inhloso enkulu yocwaningo seyifeziwe. Ngakho-ke, ukumaketha okusha kunomthelela omuhle ekusebenzeni kokulungiswa kokudla kwama-SME eGhana. / Business Management / D. Phil. (Management Studies (Marketing))

Millennials are not as committed to charity as the generations before them. Millennials have also been proven very difficult to attract, which is problematic since Millennials are the future donors’ charity organizations must depend on. The purpose of this study is therefore to identify possible patterns, relationships and opportunities that would make Millennials donate to charity. The study presents the current situation of charity on the Swedish market, which follows by an introduction for how non-profit promote themselves and do their marketing. This leads to the research question: How should charity organizations promote themselves to get Millennials to become loyal? This study applies a qualitative research strategy. The primary data has been collected through semi-structured interviews with five representatives from five different charity organizations. All five organizations work with international projects.   The result shows that the five organizations have knowledge about how to market to attract and engage Millennials, but they do not apply this knowledge. The result presents four paradoxes. We consider that the perception of these paradoxes, as well as responding to them, determines the charity organizations outcomes and overall ability to attract Millennials. The result also shows that to engage with Millennials and create long-lasting relationships, charity organizations marketing must be innovative, cool, and creative with repetitive messages. Charity organizations also must use the communication channels that Millennials engage with. The result has given rise to the "Interactional Model for Targeting Millennials", which is built on 11 key factors that charity organizations must apply to establish, develop and maintain a relationship with Millennials.