<p>Relationship marketing is an important part of the new view of communication strategies. The theories around this subject has a general and global perspective on how to manage relations and communication problems. But somehow the local perspective is forgotten. In this thesis we have focused on the local market and which demands it has on the work with relationship management. The purpose of this thesis is to find out how relationship marketing can contribute to create a high valued brand on a local market. In this case the local news and entertainment site Vibb Kalmar.The thesis was carried out by intervening (qualitative method) individuals on three different levels in the field of relationship marketing. One of the most respected professor in the field of relationship marketing. We have also two different consulting-firms and one client each from both of the firms. All located in Kalmar. We have used a theoretical frame of reference based on relationship marketing, service marketing, brand management and market communication. We compared the literature with the collected empirical data to come up with our own conclusions about local relationship marketing. The conclusion shows that some aspects become more important on a local market. Persons behind the brand are very important. The company needs to be active in their network. It´s important to be a part of the community and take their responsibility to be a good citizen. It also gives recommendations on how a local news and entertainment site should work with relationship marketing.</p>

Relationship marketing is an important part of the new view of communication strategies. The theories around this subject has a general and global perspective on how to manage relations and communication problems. But somehow the local perspective is forgotten. In this thesis we have focused on the local market and which demands it has on the work with relationship management. The purpose of this thesis is to find out how relationship marketing can contribute to create a high valued brand on a local market. In this case the local news and entertainment site Vibb Kalmar.The thesis was carried out by intervening (qualitative method) individuals on three different levels in the field of relationship marketing. One of the most respected professor in the field of relationship marketing. We have also two different consulting-firms and one client each from both of the firms. All located in Kalmar. We have used a theoretical frame of reference based on relationship marketing, service marketing, brand management and market communication. We compared the literature with the collected empirical data to come up with our own conclusions about local relationship marketing. The conclusion shows that some aspects become more important on a local market. Persons behind the brand are very important. The company needs to be active in their network. It´s important to be a part of the community and take their responsibility to be a good citizen. It also gives recommendations on how a local news and entertainment site should work with relationship marketing.

In 2009 Ministry of Economic Affairs promoted Local Progressive Business District Programme, and the Department of Commerce of this ministry supervises the first Image Business for aboriginal, the Paiwan, in Sandimen Township. With regard to research motivation, the research project is designed to study this case to understand the marketing strategies of the Image Business District for aboriginals to match the purpose of bettering the current programme. The research consists of three main variables¡Xthe concept of local marketing strategies (including public participation, label strategies, promotion strategies, and chain strategies), the concept of the image business district (including official planning, the appearance of town, the characteristic of product, and festival), and the consumer¡¦s preference. In addition, this research is applied Delphi to carry out mock survey for the experts in the beginning to test the quality of questionnaire, and disseminate it to visitors to start off real survey later. Visitors to the Image Business District for aboriginal in Sandimen Township will be requested to fill in questionnaire, and this research disseminate 300 questionnaires, and 160 of them are returned. The percentage of questionnaires returning reaches 53.3%. This study employs the statistic software, SPSSI 12.0, to carry out Analysis Reliability, T test, One-Way ANOVA Analysis, and Regression Analysis, and the empirical results appear as following: 1. Visitors, who fill in questionnaire, agree with public participation and promotion strategies, and accept the official planning as well. 2. Visitors, who fill in questionnaire, agree with public participation and promotion strategies, and accept the appearance of town as well. 3. Visitors, who fill in questionnaire, agree with label strategies, production strategies, and chain strategies, and accept the appearance of town as well. 4. Visitors, who fill in questionnaire, agree with public participation, promotion strategies, label strategies, production strategies, and chain strategies, and accept and support festival better. 5. Visitors, who fill in questionnaire, agree with the official planning, the appearance of town, and the characteristic of product, and accept consumer¡¦s preference better. 6. Visitors, who fill in questionnaire, are categorised into different research groups by reason of their age, marital status, education, income, and occupation. No doubt, their different backgrounds are research variables. Furthermore, their attitudes toward the concept of local marketing strategies are various significantly. The hypothesis exists. 7. Visitors, who fill in questionnaire, are categorised into different research groups by reason of their age, marital status, education, income, and occupation. No doubt, their different backgrounds are research variables. Furthermore, their attitudes toward the concept of image business district are various significantly. The hypothesis exists. 8. Visitors, who fill in questionnaire, are categorised into different research groups by reason of their age, marital status, education, income, and occupation. No doubt, their different backgrounds are research variables. Furthermore, their attitudes toward the consumer¡¦s preference are various significantly. The hypothesis exists.

This thesis deals with using marketing in development Of Central Bohemia region. In the thesis there will be explained the term local marketing, organization of Central Bohemia region (council, vestry,...) and documents focused on marketing. The main part of thesis will be about marketing instruments -- comunication, product, price, distribution and people -- their analysis, instructions for improvement and new impulses.

This Master thesis is devoted to the local marketing on-line of the small and medium businesses (SMEs). The aim of this thesis is to provide SMEs with suggestions for local marketing on the internet with respect to their limited budget. The outputs of the survey which deals with local search show how users search for services (products) on-line and how they use a location in the search queries. The results appearing on the first page (SERP) were analyzed with special focus on the listings from Google Places. Such listings can significantly influence the businesses visibility and conversion rate on-line.

The aim of my Master's Thesis is to analyse the local marketing communication of the Vodafone Czech Republic, a.s. company. I use current secondary information sources and primary resources are collected through in-depth interviews with specialists and a method of observation. My Master's Thesis starts from theoretical information on the issue, then it continues with practical findings and finally, I close up with a summary of the analysis and recommendations. I found out that the mobile telecommunications market offers a great potential for local marketing for both mobile service providers, as well as for other companies in the market. In the international Vodafone Group the marketing communication is directed mainly locally within the individual states, communication is unified and has the central character of the rules, but there are many local exceptions. In the Czech Republic, Vodafone has active, regionally based local marketing communications since the summer of 2010, but a local marketing potential is not fully utilized so far. Future trends in marketing suggest greater use of new technologies, mobile and online marketing. Local marketing will belong to the portfolio of a successful organisation.

Made available in DSpace on 2010-04-20T20:47:52Z (GMT). No. of bitstreams: 0 Previous issue date: 2003-05-26T00:00:00Z / Ainda existe muito questionamento sobre a eficiência da comunicação Global. A tese aborda as variáveis que influenciam o processo de globalização e as conseqüências sobre a CIMG - Comunicação Integrada de Marketing Global, estabelecendo um paralelo sobre a sua aplicação no Brasil por meio de pesquisa junto às agências de São Paulo, Brasil. Apresenta novas definições para a comunicação integrada de marketing em três níveis de abrangência geográfica e propõe um modelo das condições necessárias para que a comunicação possa produzir melhor resultado. / Many questions remain over how advertising can be implemented successfully. The thesis considers the variables that have some influence in the globalization process and its consequences on GIMC - Global lntegrate Marketing Communication. The author traces the level of GIMC implementation in São Paulo through a survey among advertising agencies. Furthermore, a new definition is presented for IMC - Integrate Marketing Communication in three geographical coverage levels - domestic, regional and global - and proposes a model for the use of integrate communication establishing the necessary conditions for better results.