The study examines attitudes toward and effectiveness of cause-related marketing initiatives in Poland. As the results indicate, the factors, which lead to the popularity and effectiveness of the cause-related marketing initiatives in the United States and the United Kingdom, lack in the Polish culture. Even though CRM is popular in Poland, it does not influence the purchase decisions. Poles do not have any expectations toward businesses in the area of corporate social responsibility. They believe that the government should take the responsibility for solving social issues, and value only the functional dimensions of the products, because their emotional needs are fully satisfied by their families, friends and religion.

Abstract Culture Creative Products have created economical value for cultural industries; they are the vehicle to pass on the cultural connotations, moreover, the integrated marketing communication are the best way to push culture creative products to achieve synergy. The marketer not only must develop good products, offer best service, set reasonable price, choose appropriate channels, but also must make all kinds of effective communication with the customers, wholesalers, and general public through all kinds of communication tools. There are various communication tools with different advantages and disadvantages and characteristics, one of the main purposes of this research is how marketers apply different communication tools under different circumstances to get the most effective integration so as to give the customers precise and consistent information and to achieve the maximum marketing communication effects. This research has taken Anping Sword-Lion Square as object to investigate the application of the marketing communication tools on culture creative products; also, through the in-depth interview with professionals and the first-hand data collected from marketing communication tools on the past with the theory and steps of integrated marketing communication: IMC to find out that there had no overall marketing plan and marketing steps, neither the target audiences. After many years of operation, they not only did not strengthen up the existed relationships with the customers on execution of marketing, but also ignored the unlimited effects of Internet on marketing promotion as well as the impact of developing the potential customers, nor did they set up the budget and the assessment of communication effects afterwards. Therefore, this study has aimed at the various finding on above to offer the following suggestions to Anping Sword-Lion Square: 1. To integrate all kinds of communication tools to strengthen up information integration and consistency. 2. To make sure the target audience and the market. 3. To establish a financial budget. 4. The marketing personnel must get involved in IMC. 5. To build up the customer awareness value and to create product differentiation and brand image. As for the future research direction, it is hoped to promote the Anping Sword-Lion as a symbol of guardian of Taiwan to cover a wider and diversified range of study. To achieve the goal, it not only must increase the visibility on international market, but also to coordinate between the tourism and culture creative industries, and to integrate them with all kinds of marketing communication tools to get the consistency and clear synergy.

When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing.  It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.

The last thirty years there has been a dramatic change in relationship marketing. The use of computers connected to the Internet at work places has increased over time and social media is widely used in marketing strategies. Social media is a new phenomenon to communicate with each other, it enables market information based on individual consumer’s experiences. Therefore managers are seeking a way to incorporate social media into their strategies, but this is more common within B2C than B2B. The purpose is to investigate the potential for industrial corporations, within the warehousing industry, to use social media for maintaining established relationships within B2B, as a part of their marketing strategy. The primary data is collected by qualitative interviews with relevant corporations. The study includes four corporations within the industrial industry, an illustrative corporation that have issues regarding using social media or not, and one expert interview.  The secondary data is collected from previous research, articles and journals. From the theoretical framework and empirical research, it seems to be more useful for corporations acting in the market of B2C rather than in B2B to use social media. Major of the interviewed corporations were thinking of using social media as a part of their marketing strategy, but almost no one were using it as a tool today. The younger generation, raised in a technological society, seem to generally have a broader knowledge of social media and what advantages and disadvantages the use can lead to. From this thesis it does not seem that one social media is better than another since different social media platforms are used in different ways. Therefore, it is not possible to say that one specific social media suits all corporations. However, if a corporation decides to use social media as a marketing tool, they need to be aware of the time required for it and be prepared for negative effects since they are open platforms, free for everyone to express their feelings. Within B2B, the trend of having a personal relation with customer and supplier is very strong and social media can never replace this personal relationship. The conclusions and recommendations is instead to use social media as an integrated marketing tool within their strategy.

Made available in DSpace on 2015-03-26T13:33:46Z (GMT). No. of bitstreams: 1 texto completo.pdf: 1325104 bytes, checksum: 62f2ea1264aba1097092ccaaaaf70a23 (MD5) Previous issue date: 2006-04-24 / The development of tourism during the last decades has brought up concerns about the impacts on the receiving communities. Although it presents itself as a social-economical alternative, increasing job offers and income revenue, when it happens in a intense and random way in small communities it unleashes a series of social, cultural and environmental impacts The scholars that work on this subject suggest planning and tourism handling as ways to ease the negative impacts and increase the positive impacts. The goal of this study is to show how planning and touristic marketing can contribute to the reorganization of spontaneous touristic activity and ease the social-cultural impacts in small communities. The research was done in the Lavras Novas community, Ouro Preto, Minas Gerais district, which touristic development has been occurring in a intense and random way since 1995. The methodology used was the nonparticipant observation, with use of interviews semi-structured on public entities representatives, private corporations connected to tourism and members of the community. The conclusion was that the reorganization of tourism in that area can be done by planning and strategic use of integrated marketing. This process should be accomplished through establishing target-markets, defined by geographical location, income levels and demographical density; demand research to understand the needs and wants of the tourists; research on the tourist offer to check strong and weak spots of the place; redirecting the tourist offer focusing the creation of packages and tourist excursions, trying to value the cultural scene; use of internal marketing to integrated the whole community in the process; and, finally, the articulation with the intermediate market of travel agencies and transport companies. / O desenvolvimento do turismo, nas últimas décadas, tem suscitado preocupação com os impactos provocados nas comunidades receptoras. Ao mesmo tempo em que se apresenta como alternativa socioeconômica, gerando postos de trabalho e renda, quando acontece de forma intensa e aleatória nas pequenas comunidades, provoca uma série de impactos sociais, culturais e ambientais. Os estudiosos que tratam desse assunto atribuem ao planejamento e à gestão do turismo o papel de amenizar os impactos negativos e potencializar os impactos positivos. O objetivo deste trabalho foi demonstrar como o planejamento e a gestão do marketing turístico integrado podem contribuir para a reorganização da atividade turística espontânea e amenizar os impactos socioculturais em pequenas comunidades. A pesquisa foi realizada na comunidade de Lavras Novas, município de Ouro Preto, MG, cujo desenvolvimento turístico vem acontecendo, de forma intensa e aleatória, desde 1995. A metodologia utilizada foi a observação não-participante, com a aplicação de entrevistas semi-estruturadas a representantes de entidades públicas, empresas privadas ligadas ao turismo e a membros da comunidade. A conclusão a que se chegou foi que a reorganização do turismo, nessa localidade, pode-se dar a partir da adoção de planejamento e gestão estratégica de marketing integrado. Esse processo deve-se realizar a partir do estabelecimento de mercados-alvo; de pesquisa para se conhecerem as necessidades e os desejos dos turistas; de levantamento da oferta turística para verificar pontos fortes e fracos da localidade; de redirecionamento da oferta turística com foco na elaboração de pacotes ou roteiros turísticos, buscando valorizar os atrativos culturais; de adoção do marketing interno para integrar toda a comunidade no processo; e, finalmente, de articulação com o mercado intermediário de agências de viagens e operadoras.

As chamadas variáveis controláveis de marketing, envolvendo o portfólio de produtos, preços, canais de distribuição, comunicações e força de vendas, podem ter o desempenho avaliado por meio da utilização de diversos indicadores atribuíveis a cada uma delas, estabelecendo-se uma relação entre os seus resultados com ativos de marketing, como valor de cliente e brand equity, posição de mercado, posição financeira e valor da empresa. No tocante ao programa de comunicação, especificamente, a atuação de seus profissionais é desafiadora em termos de demonstrar a coerência e justificar o orçamento necessário para realizarem suas ações e, a partir dos investimentos nessas ações, conseguirem proporcionar bons resultados em vendas, participação de mercado e, sobretudo, geração de valor para as empresas onde trabalham. Considerando a premissa de que a avaliação de desempenho deve ser realizada por meio de um processo estruturado e, a partir da revisão de relevantes pesquisas existentes sobre o tema, foi desenvolvido um método gerencial organizado em cinco etapas para que as indústrias fabricantes de bens de consumos possam fazer a mensuração, avaliação e apresentação dos resultados obtidos, em termos de vendas e de geração de valor, atribuíveis ao programa de comunicação de marketing. As etapas são compostas por: (i) organização das informações do plano de comunicação utilizado pela empresa; (ii) seleção de indicadores e classificação das metas; (iii) purificação dos resultados atribuíveis à comunicação de marketing; (iv) cálculo e análise dos indicadores de desempenho em comunicação; e (v) classificação e análise de resultados. Objetivando abordar a aplicação do método de maneira completa, foram propostos 30 templates, contendo indicadores, instruções e exemplos de preenchimentos. A pesquisa de campo, exploratória, ocorreu envolvendo entrevistas em profundidade, as quais permitiram validar e incrementar o estudo junto a alguns especialistas da área de marketing, finanças, comunicações, planejamento estratégico. Após as entrevistas, o método (processo) final foi proposto permitindo às indústrias avaliarem os resultados alcançados a partir da execução das estratégias de comunicação, relacionando-os à gestão baseada em valor nas organizações. / The so called marketing controllable variables, which involve product portfolio, prices, distribution channels, communication and sales forces can have their performance evaluated by using many indicators attributable to each of them, establishing a relation between their results and marketing assets, such as costumer lifetime value and brand equity, marketing and financial position and company value. Regarding specifically the communication program, the work of its professionals is challenging in terms of showing the consistency of the necessary budget for them to accomplish their activities and, by investing in these activities, to achieve good results as far as sales, market share and, above all, value generation for the companies where they work. Considering that the performance evaluation must be done through a structured process, and based on a review of existing research on the subject, a managing method was organized in five stages in order to create conditions for the consumption goods manufactures to evaluate the metrics, assessment and to disclose the results in terms of sales and value generation attributable to the marketing communication program. The stages are composed by: (i) to organize the information of the companys communication plan; (ii) to select the performance indicators and to classify the goals; (iii) to purify the results attributable only to the marketing communication activities; (iv) to evaluate and analyze the indicators of communication performance; and (v) to classify and analyze the results. Aiming at approaching the method application, 30 templates have been proposed containing indicators, instructions and examples for filling in. The exploratory ground research involved in depth interviews which allowed validating the study among some marketing, corporate finance, communication and strategic planning experts. After the interviews the final method was proposed allowing the manufactures to evaluate the results achieved with the execution of the communication strategies, relating these results to the value-based management within the companies.

Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis consists of an introductory section and five papers. The first paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second paper presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. A comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third paper provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing in a retailing context. The fourth and fifth papers utilize data collected by means of an online survey (n = 4,062) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 36–45 years are most likely to respond to SMS call-to-action in a TV program and participate in SMS sweepstakes and other competitions, and that employment status has a substantial impact on consumers' SMS campaign activity. Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success.

Abstracts in English, Zulu and Southern Sotho / Integrated marketing communication (IMC) is widely regarded as an appropriate paradigm for the marketing and marketing communication programmes of many companies. However, most literature argues that IMC is far from being a well-established concept given its evolving state. One of the problems in its evolution is understanding how firms should design and execute IMC. This problem is corroborated by the attentiveness of studies to limited sectors and their concentration to a very limited research setting. Lack of integration of IMC research with the Nordic School research tradition and theoretical frameworks enhance the problem further. By addressing these issues, this study strives to understand the integration of marketing communications in the Ethiopian beer market. Utilising the interpretivist research paradigm, qualitative data collection methods such as focus group discussions and in-depth interviews with customers and the firm were undertaken. This methodology aimed to identify their perceptions regarding brand contacts and their integration based on the components and theory of IMC and the Nordic School. The key findings of this work are described in a model of customer integrated marketing communications (CIMC) that is derived from the empirical study. The model highlights planned, product, service, and unplanned brand contacts-in-use that originate from Habesha Breweries – the reviewed company – and the competitors, society, other customers, and physiological needs which influence its customers’ purchasing decisions. Extending from this are the other key findings on the planned, product and service brand contacts-in-use in the similarly derived model of firm integrated marketing communications (FIMC). The critical comparison of CIMC and FIMC in the brand contacts-in-use matrix reveals brand contacts-in-use where customers and the firm are ‘active – active’, ‘active – passive’, ‘passive – active’ or ‘passive – passive’. This informs strategic integration of marketing communication (SIMC) in its various contexts. The systematic integration of IMC with the Nordic School’s research tradition is the methodological contribution of this study. New insights are generated relating to physiological needs brand contacts-in-use such as social and non-social hedonic needs and sources of influence such as religious, political or cultural leaders or sport groups, and the incorporation of brand contacts-in-use that originate with competitors. These and the uniquely emerged concepts of brand origins-in-use, brand contacts-in-use, and integration-in-use offer new constructs for IMC. The practical contribution of this study lies in the application of IMC in the narrow sphere of the Ethiopian brewing industry, but more broadly, in applications across industries and geographical regions. In sum, the study offers methodological, theoretical, and practical contributions to the evolution of IMC and the broader discipline of marketing communications. / Ukuxhumana okuhlanganisiwe kokumaketha (UOM) kuthathwa kabanzi njengenguquko efanelekile ongumbandela wokumaketha kanye nezinhlelo zokuxhumana zokumaketha zezinkampani eziningi. Kodwa-ke, iningi lemibhalo lithi UOM ikude nokuba ngumqondo osungulwe kahle unikezwe isimo sawo sokuguquka. Enye yezinkinga ekuveleni kwezinye izinto ezintsha kwezinye ukuqonda ukuthi amafemu kufanele aklame futhi enze kanjani UOM. Le nkinga iqinisekiswa ukunakwa kwezifundo emikhakheni elinganiselwe futhi igxile esimweni sokucwaninga esilinganiselwe kakhulu. Inkinga yandiswa ukungabi bikho kokuhlanganiswa kocwaningo lo-UOM nesiko lokucwaninga leNordic School kanye nezinhlaka zethiyori. Ngokuxazulula lezi zinkinga, lolu cwaningo luzama ukuqonda ukuhlanganiswa kokuxhumana kokumaketha emakethe kabhiya yaseTopiya. Ukusetshenziswa kwepharadimu yocwaningo lomhumushi, izindlela zokuqoqwa kwedatha ezisezingeni elifanele njengenhlolokhono yamaqembu ejulile kanye nezingxoxo ezijulile namakhasimende kanye nefemu zenziwa. Le ndlela yayihlose ukukhomba imiqondo yabo maqondana noxhumano yomkhiqizo nokuhlanganiswa kwawo ngokususelwa ezingxenyeni nakuyithiyori UOM neNordic School. Okutholakele okubalulekile kulomsebenzi kuchazwe kuyimodeli yamakhasimende yezokuxhumana kwezentengiselwano ezihlanganisiwe (MXZ) ezisuselwa ocwaningweni lwezobuciko. Le modeli igqamisa okuhleliwe, umkhiqizo, insizakalo nokuxhumana komkhiqizo okungahleliwe okususelwa eHabesha Breweries - inkampani ebukeziwe - nabancintisana nabo, umphakathi, amanye amakhasimende, kanye nezidingo zomzimba ezithonya izinqumo zokuthenga zamakhasimende ayo. Ukwengeza kulokhu okunye okutholakele okubalulekile koxhumana nabo bohlobo lomkhiqizo ohlelekile, okusetshenziswayo kuyimodeli etholwe ngokufanayo yokuxhumana ngezimakethe kwefemu okuqinile okuhlanganisiwe kwezentengiso (FOHK). Ukuqhathanisa okubucayi kuyi MXZ ne-FOHK kumatriksi yokuxhumana kokusetshenziswayo okuveza ukuxhumana nabo abasebenza lapho amakhasimende kanye nefemu "bayasebenza - bakhuthele", "beyasebenza - bangenzi lutho", "bengaxakekile - besebenza" noma "besebenza - besebenza kahle”. Lokhu kwazisa ukuhlanganiswa kwamasu wokuxhumana kwezentengiso ezimeni ezahlukahlukene. Igalelo lezindlela zalolu cwaningo ukuhlanganiswa okuhlelekile kwe-OUM nesiko lokucwaninga leNordic School. Imininingwane emisha enziwayo iphathelene nezidingo zomzimba, njengezidingo zomphakathi nezingezona ezenhlalo, kanye nemithombo yethonya, njengabaholi bezenkolo, bezombusazwe noma bezamasiko noma amaqembu ezemidlalo, kanye nokufakwa koxhumana nabo bohlobo lokusetshenziswa okuvela kubancintisana nabo. Le mibono naleyo evela ngokukhethekile yemvelaphi yokusetshenziswa komkhiqizo ethile, ukuxhumana nokusetshenziswa kwemikhiqizo ethile, nokusetshenziswa kokuhlanganisiwe okuthile kwethula ukwakhiwa okusha kuyi- UOM. Umthelela osebenzayo walolu cwaningo usekusetshenzisweni kwe-UOM emkhakheni omncane wokwenza utshwala waseTopiya, kepha ngokubanzi, kuzicelo ezimbonini nasezifundeni zomhlaba. Ngamafuphi, lolu cwaningo lwethula izindlela, ithiyori, kanye negalelo elikhona ekuguqulweni ko-UOM kanye nendlela ebanzi yokuxhumana kwezokumaketha noma ezentengiselwano. / Puisano e kopaneng ya kgwebo (IMC) e nkuwa hohle e le mohlala o loketseng bakeng sa mananeo a kgwebo le puisano ya kgwebo ya dikhamphani tse ngata. Leha ho le jwalo, dingodilweng tse ngata di hlahisa taba ya hore IMC e hole le ho ba mohopolo o thehilweng hantle ho latela maemo a yona a fetohang. Bo bong ba mathata a ho iphetola ha yona ke ho utlwisisa hore na difeme di lokela ho rala le ho kenya IMC tshebetsong jwang. Bothata bona bo netefatswa ke ho ela hloko dithuto makaleng a fokolang le ho tsepamisa mohopolo maemong a fokolang haholo a dipatlisiso. Bothata bo eketswa ke kgaello ya kopano ya dipatlisiso tsa IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic le meralo ya ditheori. Ka ho sebetsana le mathata ana, phuputso ena e leka ka matla ho utlwisisa kopano ya dikhokahano tsa kgwebo mmarakeng wa biri wa Ethiopia. Ka ho sebedisa mohlala wa dipatlisiso wa botoloki, mekgwa ya boleng ya pokello ya lesedi jwalo ka dipuisano tsa sehlopha tse tsepamisitsweng le dipuisano tse tebileng le bareki le feme di ile tsa etswa. Mokgwa ona o ikemiseditse ho kgetholla maikutlo a tsona mabapi le mabitso a matshwao le kopano ya ona ho ipapisitswe le dikarolo le theori ya IMC le Sekolo sa Nordic. Diphetho tsa mantlha tsa mosebetsi ona di hlalositswe mohlaleng wa dipuisano tsa mebaraka e kopaneng ya bareki (CIMC) o fumanweng phuputsong ya nnete. Mohlala ona o totobatsa merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sa rerwang a sebediswang a tswang Femeng ya Thitelo ya Habesha - khamphani e hlahlojwang - le bahlodisani, setjhaba, bareki ba bang, le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona tse susumetsang diqeto tsa bareki tsa ho reka. Ho tswa ho sena ke diphetho tse ding tsa bohlokwa ho merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sebediswang ka mokgwa o tshwanang o nkilweng wa dipuisano tsa mebaraka e kopaneng ya feme (FIMC). Papiso ya bohlokwa ya CIMC le FIMC ho mofuta wa mabitso a letswaho a sebediswang e senola mabitso a letshwao a sebediswang moo bareki le feme " ba sebetsang" - "ba sebetsang" - "ba sebetsang – ba sa sebetseng" , “ba sa sebetseng – ba sebetsang” kapa "ba sa sebetseng – ba sa sebetseng”. Sena se kgetholla kopano e hlophisitsweng ya puisano ya kgwebo (SIMC) maemong a yona a fapaneng. Tlatsetso ya mekgwa ya phuputso ena ke kopano e hlophisitsweng ya IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic. Ditemohisiso tse ntjha dia hlahiswa tse amanang le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona, jwalo ka ditlhoko tsa phedisano le tseo eseng tsa phedisano tse amanang le maikutlo a ho ithabisa, mehlodi ya tshusumetso, jwalo ka baetapele ba bodumedi, dipolotiki kapa setso kapa dihlopha tsa dipapadi, le ho kenyelletswa ha mabitso a letshwao le sebediswang a tswang ho bahlodisani. Tsena le mehopolo e ikgethang e hlahileng ya ditshimoloho tsa letshwao tse sebediswang, mabitso a letshwao a sebediswang, le kopano e sebediswang di fana ka mehopolo e metjha bakeng sa IMC. Tlatsetso e sebetsang ya phuputso ena e itshetlehile tshebedisong ya IMC karolong e patisaneng ya indasteri ya ho ritela ya Ethiopia, empa ka ho pharaletseng, ditshebedisong ho pholletsa le diindasteri le dibaka. Ka kakaretso, phuputso e fana ka ditlatsetso tsa mekgwa, theori le tshebetso ho ntshetsopele ya IMC le lekala le tsebo le pharalletseng la dipuisano tsa kgwebo. / Communication Science / D. Phil. (Communication Science)

整合行銷傳播（IMC）發展十多年來，雖然其價值倍受肯定，但由於市場環境變遷與理論的限制，使得IMC在實際執行上的成效並不彰顯。因此，IMC正面臨發展的瓶頸。 本研究整理各家學者對IMC的論述，重新審視IMC之架構，將IMC依投入–產出的系統分為「要素投入」、「執行過程」、「績效產出」三大部份，並再細分為八大面向，說明如下： 一、要素投入：分為「組織架構面」、「人員知識面」與「企劃流程面」三大面向，檢視企業投入IMC的要素與投入IMC要素時所遇到的障礙。 二、執行過程：分為「執行層級面」與「執行內容面」二大面向，確認企業執行整合的層級與程度，並檢視企業執行IMC的內容是否符合IMC的四大特性，也就是協調性、一致性、互動性與互補性。 三、績效產出：分為「綜效評估面」與「系統回饋面」二大面向。綜效評估面又可分為「知覺導向」、「關係導向」與「行為導向」，企業應視其行銷需求設立評估績效的標準。在系統回饋面上，則表示企業應回頭檢視IMC在投入與執行的過程中是否符合IMC的要求。 綜合各家IMC之論述後，本研究建立出IMC之概念性架構，做為學界與業界在研究與實施IMC的基礎。 唱片產業近年來面臨不景氣與盜版的雙重打擊，加上數位科技的進步與消費習慣的改變，過去銷售唱片的價值模式已無法支持唱片產業。因此大部份唱片公司亟力尋求異業資源與多角化經營，將有限度的資源整合在一起做最大效益的發揮，非常符合IMC的精神，因此極具IMC的研究價值。 本研究以「個案比較研究法」，選取本土與外資各一家唱片公司為個案研究對象，研究其實施IMC的情形。其中本土唱片公司以「華研國際音樂」為代表，外資唱片公司以「環球國際唱片」為代表，結果發現： 一、IMC的投入部份 1．兩唱片公司在組織架構面上適合發展IMC。 2．兩唱片公司在企劃流程面上滿足IMC的規劃。 3．兩唱片公司在人員知識面上對IMC的了解較為不足。 4．兩唱片公司在人員知識面上並未使用資料庫行銷。 二、IMC的執行部份 1．本研究個案唱片執行整合內容符合IMC四大特性。 2．本研究個案唱片執行整合達「部份利害關係人整合」之整合層級。 三、IMC的產出部份 1．唱片公司需建立公平客觀的IMC績效評估系統。 2．唱片公司應重視IMC的回饋，提昇組織效率與效能。 四、本土唱片與外資唱片的比較部份 1．華研較環球在IMC投入要素高，阻礙較小。 2．環球台灣子公司以區域為市場，個別市場整合程度較不足。 3．環球台灣子公司在資源整合的權限較具限制。

美商八大電影公司每年票房收入約佔台灣電影市場總票房的七成以上，台灣外片發行商面臨這樣強大的挑戰，在許多方面都處於極大劣勢。然而，2006 年，幾部由台灣外片發行商所發行的影片，仍突破重圍，取得票房上的成功。這些個案展現了數種專屬於台灣電影市場的行銷模式，顯然具有值得借鏡之處。 本研究在深入瞭解台灣電影發行市場的歷史脈絡與現況之下，對2006 年在市場上獲得成功票房的四個個案進行資料蒐集與訪談。接著以整合行銷傳播的概念，分析其各行銷層面成功的元素，希望對於台灣外片發行商未來發行能夠有所幫助。個案選擇以影片上映規模為分類，挑選各類別中票房排行最具有代表性的四個案例，分別為：甲上娛樂所發行的《絕命終結站3》、山水娛樂的《巴黎我愛你》、海鵬電影的《愛瘋狂》以及聯影的《戴珍珠耳環的少女》。 藉由探討台灣外片發行商的成功行銷模式，本研究希望提供台灣電影發行業者未來行銷上的參考，使得電影的發聲權不再單由好萊塢所掌控，觀眾的觀影經驗才能夠更豐富而多元化。 關鍵字：電影行銷 整合行銷傳播 台灣外片發行商 / Every year, more than seventy percent of the annual box office profit in Taiwan is earned by Hollywood’s major cinema distributors. Facing such a strong competitor, Taiwan foreign film distributors certainly have a lot of disadvantages. However, in 2006, the box office for some movies by Taiwan foreign film distributors still achieved remarkable success. These successful cases demonstrate several kinds of marketing models suitable for Taiwan’s film market and is worthy of further research. After a fully investigation of the historical development for the Taiwan film market, this thesis aims to interview four Taiwan foreign film distributors whom achieved great box office success in 2006, collect relating data, and use the concept of integrated marketing communication to analyze elements of their success. The four cases are classified by their scale of release, while selecting the film that achieved the highest box office in each category. The four films chosen are as following: 《Final Destination3 》,《Paris, Je T'aime》, 《C.R.A.Z.Y》and 《Girl with a Pearl Earring》 Keywords: Film Marketing, Integrated Marketing Communication,Taiwan Foreign Film Distributor.