El presente informe describe como los elementos de promoción influyen en la recompra en los sitios web de las tiendas por departamento en la categoría moda en mujeres de 25 a 35 años de edad en Lima Metropolitana. Esta investigación se desarrolló entorno al análisis que se hizo del tema previamente y a la información encontrada, donde se pudo detectar factores relevantes en la plataforma digital, que incentivan a la recompra en el comercio electrónico. Por ello, se hizo un análisis para identificar entre los factores más relevante para los consumidores cuando compraban en un sitio web, y porque esto generaba recompra en la plataforma digital. Además, de crear cercanía con el cliente, ya que no hay un contacto físico, por tanto, es necesario generar confianza en el usuario para que compre en el sitio web. Durante la investigación se analizaron dos factores importantes para el consumidor y para las tiendas por departamento como estrategia para que el cliente regrese a la plataforma a comprar. Hablamos de los elementos de promoción y la información brindada por mailing a los usuarios. Asimismo, se detectaron factores que no se habían considerado inicialmente en el estudio, pero que formaban parte importante en la recompra por internet; como el caso del servicio post venta. Para finalizar, se contrastan hallazgos encontrados en el campo cualitativo y cuantitativo de la investigación, más la información recopilada. Con esto se pudo profundizar y proponer estrategias para mejorar la compra en el canal virtual de las tiendas por departamento. / This report describes how the promotional elements influence the repurchase on the websites of the department stores in the fashion category for women between 25 and 35 years of age in Metropolitan Lima. This research was developed around the analysis that was made of the subject previously and the information found, where it was possible to detect relevant factors in the digital platform, which encourage re-purchase in electronic commerce. Therefore, an analysis was made to identify among the most relevant factors for consumers when they were shopping on a website, and because this generated a repurchase on the digital platform. In addition, to create closeness with the client, since there is no physical contact, therefore, it is necessary to generate trust in the user to buy on the website. During the investigation, two important factors were analyzed for the consumer and department stores as a strategy for the client to return to the platform to buy. We talk about the promotion elements and the information provided by mailing to the users. Also, factors that had not been considered initially in the study, but that were an important part of the online buyback, were detected; as the case of after sales service. Finally, we compare findings found in the qualitative and quantitative field of the research, plus the information collected. With this it was possible to deepen and propose strategies to improve the purchase in the virtual channel of department stores. / Trabajo de investigación

Title: Creation of marketing communication within the business plan of the new created e-shop Objectives: The main goal of the final diploma thesis will be the creation of marketing communication for the new created online store. Methods: The theoretical and practical knowledge of internet marketing acquired during the study of the issue and in the long-term employment relationship in the area of social media was used to write the final diploma thesis. Results: The result of the final diploma thesis is the creation of a marketing communication campaign for the new internet shop. The campaign focuses on advertisement on social network and paid PPC advertisement. The advantage of the created marketing communication is its practical applicability in the business plan, which will be realized at the beginning of the new year. Keywords: Questionnaire, Email, Sales Support, PPC Advertising, SEO, Social Media

The aim of this thesis is to analyze the current state of online marketing communication of LIP distribution, Ltd. and further recommendations for its improvement. The work is divided into theoretical and practical part. The theoretical part deals with a detailed overview of the possibilities that internet marketing offers - the most frequently used tools and their importance for the company. The practical part is devoted to analysis of the current state of internet marketing of the LIP distribution, Ltd. Much attention in the practical part is paid to an interview with the owner of the company, which makes the proposal to improve online marketing communications for this company viable.

C ommunication with the customer is very important pa rt of the marketing itself. Is very important to take care about acquired customer, because as soon as the company dissapointed him, it is very difficult to gain his trust and affection back. Thi s diploma thesis identifies e-mail marketing as a whole and deals with its current trends and examine how e-mail itself and his elements affect psyche and behavior of recipients and tries to iden tify ways to maintain consumer confidence. The thesis introduces e-mails from a practical envirome nt of the software company, in which are applied changes resulting from public opinion. These e-mail s are evaluated and compared with past versions of e-mails, these e-mails are evaluated and compare d with previous versions of e-mails.

Este trabalho investiga os e-mails de apresentação pessoal gerado em duas listas eletrônicas de discussão que têm por objetivo discutir e praticar a língua inglesa. Por ser uma modalidade de comunicação de muitos para muitos, o presente estudo tem por objetivos: a) apresentar e discutir alguns aspectos da formação de comunidade online a partir dos modelos clássicos e contemporâneos; b) confrontar a interação nos contextos face-a-face e eletrônico; c) averiguar as informações contidas nos e-mails que indicam o comprometimento do autor com seu enunciado e, com isso, revelar o seu papel na interação; e d) identificar as informações pessoal e social dos usuários que compõem sua identidade social. A discussão sobre a formação de comunidade online está relacionada a uma descrição do funcionamento das listas e a produção interativa dos membros. A análise dos e-mails de apresentação pessoal está baseada nos conceitos de representação de papéis na interação e na construção de uma identidade social (Goffman, 1959, 1963 e 1967). A construção de identidade dos usuários é feita por meio do levantamento dos itens lexicais: I, ME, WE e MY e seus contextos de uso. As investigações mostram que: as listas eletrônicas podem ser descritas como um grupo de pessoas que compartilham interesses comuns; a identidade dos usuários é estabelecida a partir das informações pessoal e social dadas no discurso de apresentação; as informações pessoal e social situam o interlocutor sobre biografia social do enunciador. / This study comprises the investigation of self-introduction e-mail messages sent by individuals who want to take part in two group-discussion lists created for the purpose of practicing English and addressing issues related to this particular language. By focusing on a many-to-many communication environment, this study aims at: (a) presenting the classic and contemporary concepts of community, and discussing which conceptual features allow the establishment of online communities; (b) confronting the interaction that emerges from face-to-face and electronic communication contexts; (c) analyzing whether data conveyed in self-introduction messages depict the engagement between the writer and the text produced as well as the role performed by the writer in the interaction; and (d) identifying which attributes of the personal and social data put across indicate the sender’s social identity. As for the theoretical foundations, the discussion about online communities includes a description of group-discussion lists both in terms of their internal organization and of the interactive behavior of their members. The analysis of the self-introduction e-mail messages is based on the notion of roles performed in interaction and on the concept of social identity construction (Goffman, 1959, 1963, 1967). The constitution of the users’ identity is inspected through the investigation of some specific lexical itens (I, me, we, and my), and their collocation. The outcomes of this investigation suggest that group-discussion lists may be conceived of a group of people who, by sharing common interest. Furthermore, the sender’s identity is grounded on the personal and social information provided by his/her self-introduction discourse which also reveals his/her social biography.

Este trabalho investiga os e-mails de apresentação pessoal gerado em duas listas eletrônicas de discussão que têm por objetivo discutir e praticar a língua inglesa. Por ser uma modalidade de comunicação de muitos para muitos, o presente estudo tem por objetivos: a) apresentar e discutir alguns aspectos da formação de comunidade online a partir dos modelos clássicos e contemporâneos; b) confrontar a interação nos contextos face-a-face e eletrônico; c) averiguar as informações contidas nos e-mails que indicam o comprometimento do autor com seu enunciado e, com isso, revelar o seu papel na interação; e d) identificar as informações pessoal e social dos usuários que compõem sua identidade social. A discussão sobre a formação de comunidade online está relacionada a uma descrição do funcionamento das listas e a produção interativa dos membros. A análise dos e-mails de apresentação pessoal está baseada nos conceitos de representação de papéis na interação e na construção de uma identidade social (Goffman, 1959, 1963 e 1967). A construção de identidade dos usuários é feita por meio do levantamento dos itens lexicais: I, ME, WE e MY e seus contextos de uso. As investigações mostram que: as listas eletrônicas podem ser descritas como um grupo de pessoas que compartilham interesses comuns; a identidade dos usuários é estabelecida a partir das informações pessoal e social dadas no discurso de apresentação; as informações pessoal e social situam o interlocutor sobre biografia social do enunciador. / This study comprises the investigation of self-introduction e-mail messages sent by individuals who want to take part in two group-discussion lists created for the purpose of practicing English and addressing issues related to this particular language. By focusing on a many-to-many communication environment, this study aims at: (a) presenting the classic and contemporary concepts of community, and discussing which conceptual features allow the establishment of online communities; (b) confronting the interaction that emerges from face-to-face and electronic communication contexts; (c) analyzing whether data conveyed in self-introduction messages depict the engagement between the writer and the text produced as well as the role performed by the writer in the interaction; and (d) identifying which attributes of the personal and social data put across indicate the sender’s social identity. As for the theoretical foundations, the discussion about online communities includes a description of group-discussion lists both in terms of their internal organization and of the interactive behavior of their members. The analysis of the self-introduction e-mail messages is based on the notion of roles performed in interaction and on the concept of social identity construction (Goffman, 1959, 1963, 1967). The constitution of the users’ identity is inspected through the investigation of some specific lexical itens (I, me, we, and my), and their collocation. The outcomes of this investigation suggest that group-discussion lists may be conceived of a group of people who, by sharing common interest. Furthermore, the sender’s identity is grounded on the personal and social information provided by his/her self-introduction discourse which also reveals his/her social biography.

Title: Creation of marketing communication within the business plan of the new created e-shop Objective: The main goal of the final diploma thesis will be the creation of marketing communication for the new created online store. Methods: The theoretical and practical knowledge of internet marketing acquired during the study of the issue and in the long-term employment relationship in the area of social media was used to write the final diploma thesis. It were used qualitative research methods, such as focus group and in-depth interview. Also these methods of qualitative research together with informal interviews helped to analyse the appropriate tools of marketing communication. Results: The result of the final diploma thesis is the creation of a marketing communication campaign for the new internet shop. The campaign focuses on advertisement on social network and paid PPC advertisement. Realizing adverts on social network is planned for Facebook and Instagram platforms, which are currently a very powerful tool for marketing communications. PPC ad placement is designed for Google's web search engine, which also has a high potential for marketing communications. Other elements of the proposed marketing communications are questionnaire, e-mailing, search engine optimization and competition. The...

Jahresbericht der Universitätsbibliothek Chemnitz - Berichtsjahr 2001 / Annual report of the University Library of Chemnitz in 2001

If the e-shop wants to have loyal customers, they have to begin actively build the relationship with them. This master thesis discusses the methods by which can e-shop start working on building a strong customer relationship and put it in the context of modern trends in online marketing and current advanced communication technologies. Customer lifecycle optimisation which is closely related with data analysis, communication, online marketing and business process improving is not yet very known topic in the Czech Republic. It is so despite the methods aren't difficult to learn new tools or other entry barriers. Master thesis should provide the e-shop owners and their marketers with comprehensive guide how to apply the knowledge about the customer lifecycle to their e-shop.

This thesis provides comprehensive insight into the internet marketing used by the eshop. The aim of this thesis is to analyse the eshop and internet marketing tools used by the eshop to promote its products. The result of the analysis is an evaluation of effective Internet marketing channels. Proposals and recommendations that will lead to the optimization of eshop and internet marketing are drawn up based on the results of the analysis.