鑒於寬頻網路是電子商務發展基石，各國無不積極規劃寬頻網路基礎建設，藉由技術昇級與整合，建構安全可靠的電子商務服務環境，吸引更多企業與消費者參與使用電子商務。ING Barings在2000年研究報告中指出，台灣未來寬頻網路服務市場營收可望在2004年達到773.3億之多，預計寬頻網路服務市場將隨著國際頻寬成本不斷降低而成長。 在行政院NII小組推動「三年三百萬人」寬頻上網目標後，根據資策會資訊情報中心統計，目前我國網際網路使用人口已經達到六百萬人，寬頻網路使用人口則已超過四十萬人。眾多市場競爭者中，有線電視業者由於擁有最後一哩及內容優勢，有助於發展整合性服務，成為進入市場優勢之一。 基於上述原因，本文研究目的旨在探討： （一）國外寬頻網路主要發展國家之市場現況。 （二）國內寬頻網路服務市場之發展現況。 （三）有線電視寬頻網路事業針對寬頻網路市場之整體佈局。 （四）有線電視寬頻網路事業在消費者資料庫上之運作現實。 （五）有線電視寬頻網路事業在企業關係利益人上之運作現實。 （六）有線電視寬頻網路事業在組織架構與傳播策略上之運作現實。 （七）有線電視寬頻網路事業在溝通執行要素上之運作現實。 透過文獻探討及深度訪談等方法，本文針對國外寬頻網路市場整體環境，以及國內兩大有線電視寬頻網路服務業者—東森國際網路與和信超媒體進行研究探討，得到下列結論： （一）政策及價格因素為影響各國寬頻網路服務市場能否迅速普及的關鍵因素。 （二）有線電視寬頻網路服務業者主要的威脅來自ADSL的競爭，以及HFC雙向網路佈建完成度的不足。 （三）母集團由上而下的推動，有助於國內有線電視寬頻網路事業的佈局。 （四）國內有線電視寬頻網路事業尚無行銷傳播專有消費者資料庫的規劃，而消費者資料庫蒐集方式與內容過於單向。 （五）國內有線電視寬頻網路事業依其市場利益點發展M & A策略，並視時間與事業定位轉換其企業關係利益人溝通策略。 （六）整合行銷跨功能管理過程及內部整合行銷系統，有助於國內有線電視寬頻網路事業進行傳播策略的整合。 （七）國內有線電視寬頻網路事業在傳播工具整合上具有良好成效，有助於品牌提昇與企業關係利益人的互動。 本研究並做出下列建議： （一）市場上，國內有線電視寬頻網路服務業者應該： 1.加速地方系統台的通路整合。 2.擴張綜合平台理念，提供綑綁式服務。 3.轉移並區分消費者市場。 （二）而就整合行銷觀點，國內有線電視寬頻網路服務業者應該： 1.改變公司行銷傳播的體制及優先順序。 2.建立新品牌接觸點與關係型的消費者資料庫內容。 3.儘快建立公司內部整合行銷系統。

Made available in DSpace on 2016-08-03T12:30:40Z (GMT). No. of bitstreams: 1 Mario Policeno1.pdf: 366374 bytes, checksum: 077022f1cc313f286bbac565a8fd5cb2 (MD5) Previous issue date: 2008-04-07 / The relationship between newspaper-laboratory and marketing of higher education institutions are examined at work. Using the study of multiple cases, are compared printed newspaper-laboratory, recognized in the academic educational value of the exercise provided the students with those circulating as house-organs, bringing positive information of their graduate schools. They are examined based on the concepts of education, journalism and marketing, especially to educational institutions. The goal is to demonstrate that newspapers-laboratory processed in newspapers business, in order to meet the demands of the institutions with the market, which is contrary recommended by the teaching of journalism and marketing itself. You can see that newspaper-laboratory that simulate the reality of the profession, with the purpose teaching, as are most appropriate to the product mix of communication because lead the student, as consumer, the experience of learning situations marked as establishing the experiential marketing to lead customers with loyalty to the organizations.(AU) / A relação entre jornal-laboratório e marketing das instituições de ensino superior é analisada no trabalho. Valendo-se do estudo de casos múltiplos, são comparados impressos laboratoriais, reconhecidos no meio acadêmico pelo valor pedagógico do exercício proporcionado aos alunos, com aqueles que circulam como ¬house-organs¬, trazendo informações positivas das respectivas faculdades. Eles são examinados com base nos conceitos de ensino de jornalismo e de marketing, especialmente para instituições educacionais. O objetivo é demonstrar que jornais-laboratório transformados em jornais de empresa, no intuito de atender a necessidades de comunicação das instituições com o mercado, contrariam o que é preconizado pelo ensino de jornalismo e pelo próprio marketing. É possível perceber que impressos laboratoriais que simulam a realidade da profissão, com o propósito pedagógico, estão mais adequados como produto ao mix de comunicação porque levam o estudante, como consumidor, a vivenciar situações marcantes de aprendizado, conforme estabelece o marketing de experiências para levar clientes à lealdade com as organizações.(AU)

Made available in DSpace on 2016-08-03T12:30:59Z (GMT). No. of bitstreams: 1 Victor Hugo.pdf: 5063009 bytes, checksum: 34870d22f3db55547d4d64c2427d3957 (MD5) Previous issue date: 2009-04-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This paper approaches packages thru its communicational functions, under the integrated marketing communication perspective. Specifically, it approaches how the package reproduces the message from the advertisement on the point of sale, detailing by the general goal, the description, analysis and systematization of its uses processes as a marketing campaign support, expanding the Integrated Marketing Communication IMC objectives. The methodology is based on the qualitative method, using the descriptive research procedure, and applying as investigative strategies: bibliographical research, documental research and in-depth interview, allowing the conclusion, that under the integrated marketing communication perspective, the expansion of the communicative function of the package allows the advertisement message to be reproduced on the point-of-sale thru the union of elements from television and package messages.(AU) / O trabalho aborda a embalagem através de sua função de comunicação sob a perspectiva da comunicação integrada de marketing. Especificamente, aborda como a embalagem reproduz a mensagem da propaganda no ponto-de-venda detalhando, pelo objetivo geral de descrição, a análise e sistematização do processo de uso da embalagem como suporte de campanhas publicitárias expandindo o objetivo da comunicação integrada de marketing CIM. A metodologia consiste no método qualitativo com o procedimento de pesquisa descritiva aplicando as estratégias investigativas pesquisa bibliográfica, pesquisa documental e entrevista em profundidade que permitiram concluir que sob a perspectiva da comunicação integrada de marketing, a ampliação da função de comunicação da embalagem permite a reprodução da mensagem da propaganda no ponto de venda pelo estabelecimento da unificação de elementos entre as mensagens veiculadas na propaganda televisiva e embalagem.(AU)

Made available in DSpace on 2016-08-03T12:31:00Z (GMT). No. of bitstreams: 1 Andrea Firmino de Sa.pdf: 4607961 bytes, checksum: ebe4528b68349a37fdd618a82e487363 (MD5) Previous issue date: 2009-04-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This research aims to investigate and discuss the store layout as an element of communication applied to the point of sale book store, observing and analyzing how the current stores are being adapted to the market reality, which aims to provide the customer with a pleasant experience, considering the competition against e-commerce and supermarkets that have been selling books. It aims to understand the use of the different senses, which are: touch, smell, taste, sight and hearing in the point of sale itself. The object of study is Livraria Cultura, at Conjunto Nacional, since it s the biggest book store in Brazil, considering its dimensions. Since it s a contemporary phenomenon inside real life, the methodology is the Single Study Case and the methodology procedures are: direct observation of the customer at the point of sale, bibliography research and interviews with frequent customers and professionals in this area. We can conclude that the hedonistic characteristics of the contemporary customer, who searches for pleasant experiences associated to the synergy in integrated marketing communication, favors the positive results presented by the book store.(AU) / Esta pesquisa tem como objetivo investigar e discutir a ambientação como elemento de comunicação aplicado ao ponto-de-venda livraria e observar e analisar como as atuais lojas se adaptaram a uma realidade de mercado, que visa envolver o cliente em uma experiência prazerosa, tendo em vista a concorrência do comércio virtual e a crescente venda de livros em supermercados. Pretende-se, neste trabalho, compreender a utilização dos diversos elementos sensoriais que envolvem: tato, olfato, paladar, visão e audição no ponto-de-venda físico. O objeto de estudo é a Livraria Cultura do Conjunto Nacional, sua relevância ocorre pelo fato da livraria ser a maior loja em metros quadrados do país. Por tratar-se de um fenômeno contemporâneo inserido no contexto da vida real, a metodologia utilizada é o Estudo de Caso Único e os procedimentos metodológicos são observação direta do consumidor no ponto-de-venda, pesquisa bibliográfica, entrevistas com freqüentadores da loja e com profissionais do setor. Pode-se concluir que as características hedônicas do consumidor contemporâneo que busca experiências prazerosas associada a sinergia da comunicação integrada de marketing favorecem para os resultados positivos apresentados pela livraria.(AU)

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Today, everybody is subject to plenty of communication messages. Because of this situation firms' task becomes more difficult in finding new ways of contact with their customers. That is to say that current communication channels are glutted. This diploma thesis argues an origin of a successful communication strategy, the reason for growing importance of strategic planning and also how the communication strategy fits into a hierarchy of company processes. This thesis also contains a more detailed analysis of Integrated Marketing Communications concept (IMC) as a means of effective communication with not only chosen target audience, but also with company employees and the others concerned. Theoretical conclusions are accompanied by opinions of prominent communications experts from agencies participating in Asociace komunikačních agentur (The Association of communication agencies). These views are concerning development of communication planning under Czech conditions, practical utility of IMC and actual trends in marketing communications practice with regards to current economic situation.

The final thesis compares the changes of the marketing communication among the specific hotels during the global recession. The analysis results in the dominanat usage of the electronical media and the internet, rather than changes of the marketing communication instruments,becasue of their advantage of the measurable effects.

The study examines the impact of communication on customer satisfaction at the Transvaal Museum. Customer satisfaction refers to customer's overall satisfaction or dissatisfaction with the organisation based on all encounters and experience with that particular organisation. Communication has an impact on both customer satisfaction and future behavioural actions of consumers. There are four sources of brand messages namely, planned, unplanned, product and service messages. In the quest for increased customer satisfaction, companies are moving away from the traditional 4Ps (product, price, place and promotion) of the marketing mix to the 8Ps. The other four Ps include physical assets, procedures, personnel and personalisation. Integration of all marketing communications to customers is seen as a key activity in companies' attempts to build long term-relationships. On the whole, the study has indicated that customers of the museum are satisfied with its products, services and messages. However, the research has also shown that customers are not happy with the way the museum handles its planned communication activities. / Communication Science / M.A. (Organisational Communication Research Practice)

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)

Integrated marketing communication (IMC) is a concept which has been explored in commercial contexts by numerous studies. Numerous scholars in the literature highlight the benefits of adopting an IMC approach which creates message consistency, amongst others. However, there is still limited literature on the adoption and use of IMC in the context of non-profit organisations involved in social marketing campaigns to support their behavioural change messages. Insight into the adoption and use of an IMC approach could be useful to non-profit organisations involved in social marketing as it could increase the success of behavioural change messages. This study aims to explore the use of IMC by one non-profit organisation within a social marketing context. By doing so the study proposes and refines IMC criteria for social marketing to support behavioural change messages and thus contributes to the existing body of knowledge on using IMC in social marketing. The study uses a single case study approach which includes using three data collection methods to collect data from the South Africa National Blood Service (SANBS) to evaluate its social marketing campaigns according to proposed IMC criteria for social marketing. Based on the findings revised IMC criteria which are more tailor-made for social marketing to support behavioural change messages are proposed. It became evident that non-profit organisations need to be sensitive to the complexities of communicating messages aimed at behavioural change. A proper understanding and application of more tailor-made IMC criteria for social marketing can thus benefit non-profit organisations to effectively communicate behavioural change messages through their social marketing campaigns / Communication Science / MA (Communication Science)