Al analizar y evaluar las fortalezas y debilidades existentes dentro de las organizaciones, es posible observar en diversas ocasiones como el tema de la reputación de marca adquiere poco a poco más relevancia. Se ha comenzado a considerar como un factor fundamental para el desarrollo y desempeño de las organizaciones, siendo además un elemento clave para los resultados de la compañía. Dentro de este contexto, lo que este estudio pretendió fue enmarcar y exponer las dimensiones que conforman la reputación de la marca, intentando convertir este concepto latente en uno más tangible y objetivo. Por otro lado, se contrastó el modelo propuesto con dos índices utilizados actualmente para medir la reputación de marca, el BAV e IRMA. A través de una revisión bibliográfica, se realizó una extensa investigación respecto a las influencias sobre la reputación de marca, sus componentes y consecuencias, lo que posteriormente se complementó con diversas entrevistas que permitieron dilucidar diferentes percepciones existentes. Estas contribuciones fueron un gran aporte para lograr esquematizar el tema, generando una explicación global de sus componentes. Con la información obtenida tanto en la revisión bibliográfica como en las entrevistas, se creó una escala de medición, la cual fue confirmada por una encuesta realizada a 202 personas, y su posterior análisis estadístico.

La présente thèse s’est intéressée à la modélisation de la co-création de produit et de service dans un contexte de collaboration des entreprises et des consommateurs.Dans le processus d’innovation, le modèle démontre l’intérêt de la prise en compte des 11 variables facilitatrices. Notamment, la gestion des connaissances et les catégories de consommateurs. Après un état de l’art sur la littérature, une phase qualitative a permis d’enrichir le cadre théorique et une expérimentation a été mise en oeuvre auprès de 230 entreprises innovantes. L’analyse quantitative des données a permis la validation du modèle. 20 hypothèses ont été testées dont 16 ont été validées, permettant ainsi de démontrer que la co-création avec les consommateurs permet pour les entreprises un enrichissement du processus d’innovation. L’ensemble des composantes du modèle permettent un apport pour le management et des pistes de recherche pour les entreprises innovantes. / The present thesis was interested in the modeling of the co-creation of product and the service in a context of collaboration of companies and consumers. In the process of innovation, the model demonstrates the importance of taking into account 11 variables facilitators. In particular, the knowledge management and the categories of consumers. After a state of the art on the literature, a qualitative phase allowed to enrich the theretical framework experiment was implemented with 230 innovative companies. The quantitative analysis of the data allowed the validation of the model. 20 hypotheses were tested of which 16 have been completed, so allowing to demonstrate that the co-creation with the consumers allows for companies an enrichment of the process of innovation. All the components of the model allows a contribution for the management and the avenues of research for the innovative companies.

This Master Thesis describes marketing strategy of G2 Student Account that was adopted by Komerční banka, a.s. in 2007. Despite a strong competition , within a year after its launch the bank became a market leader in student accounts segment. Objectives of this work are to introduce theoretical approaches to marketing strategy creation, to depict activities connected to launching a particular marketing strategy and last but not least, to evaluate its results and propose possible corrections.

The goal of this dissertation is to create a business plan for mr. David Mokrý - owner of café Blue Queen in Boskovice. In a short time he would like to make his business bigger and found another café - pub (Black King).The needed data for creating a project of new successful restaurant, which should become the most popular in selected location, I'm going to get by many market analyses, respective by analyses of internal and external neighborhood.

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台灣的選舉過程中，除了在媒體廣告之外，還包括了政治宣傳、造勢活動、政見發表等多面向影響選民。而在銷售理念下，競選行銷的目的期望能透過媒體及行銷活動幫助候選人贏得選舉的勝利，進而取得政治權力。而近年來網際網路頻寬等基礎建設的完備與載具的普及，且大量的資訊在網際網路迅速、即時及互動等的特性下，使網路政治行銷對於競選人的影響就更顯格外的重要。 本研究以探索性之個案研究，發現在網路世代的選戰中已經打破了過去傳統的行銷策略，而當前的政治行銷策略則應為結合4P-4R-4S的新網路政治行銷。任何一個候選人想要滿足選民，實現經營目標，決不能孤立地只是考慮使用某一因素和手段進行選戰，必須從目標選民市場需求和競選市場行銷環境的特點出發，根據候選人的資源和優勢，綜合運用各種行銷手段，形成一套競選的行銷戰略，並發揮整體效應，以爭取最佳競選成效。 根據本研究的結論認為：(1)從候選人（Product）本身到注重與選民的聯繫 (Relativity)進而希望取得選民的認同感（Sense）。(2)從重視民調(Price)的高低到隨時關注各種選情與事件對選民的反應(Recation)進而希望提供更貼近的選民需求的服務(Service)而讓選民有感。(3)從各種單向傳統的宣傳通路(Place) 搶占市場的關鍵已轉變為各種走入群眾的方式，與選民建立長期而穩固的關係(Relation)，進而提升溝通與回應的速度(Speed)。(4)從競選活動中的單向的促銷(Promotion)到希望得到選民的回報(Retribution)進而透過社群(Social Network)快速的互動及群體的參與，以取得選民的忠誠度。 / In Taiwan electoral process, in addition to media advertising, also including political propaganda, rallies, political views published will strongly influence the voters orientation. As the commercial marketing concept, the purpose of political marketing is hoping to help candidates win elections through the media and marketing activities, and thus obtain political power. In recent years, under the mature environment of Internet bandwidth and IT infrastructure such as real-time and interactive features can powerful handle massive information, the Internet political marketing for candidates of political influence is no doubt particularly important. This research used an exploratory case study methodology to explorate that the political marketing in the Internet generation has broken the traditional marketing strategy. We proposed an internet political marketing strategy that should be a combination of new political marketing 4P-4R-4S's. It is impossibe to only consider single factor or means making the campaign actions, any one of the candidates want to meet voters and achieve political objectives. He must be based on the target market needs and characteristics of campaign marketing environment point of view, considered the candidate's resources and advantages, used various marketing tools to form the strategic marketing campaign and exert the overall effect. In order to obtain the best campaign results. The following issues according to the results of the research were: (1) from among the candidates (Product) itself to focus on links with their constituents (Relativity) and then hope to achieve voter identity (Sense). (2) pay attention to polls (Price) level to keep an eye on the various election voters' reaction to the event (Recation) and then wish to provide services closer to the electorate's demand for (Service) and let the voters felt. (3) key from a variety of traditional one-way promotional channel (Place) to seize the market has been transformed into a variety of people, the establishment of long-term and stable relations (Relation) and the voters, and thus enhance the communication and response speed (Speed) . (4) to give voters return (Retribution) from campaigning in the way of promotion (Promotion) to want to participate and then quickly through the community (Social Network) interaction and community, in order to obtain the loyalty of voters.

The goal of this dissertation is to create a business plan for mr. David Mokrý - owner of café Blue Queen in Boskovice. In a short time he would like to make his business bigger and found another café - pub (Black King).The needed data for creating a project of new successful cafe, which should become the most popular in selected location, I'm going to get by many market analyses, respective by analyses of internal and external neighborhood.