Šiuolaikinio profesionalaus sporto specifika lemia, kad profesionalių sporto klubų sėkminga veikla, sportiniai pasiekimai yra priklausomi nuo tikslinių auditorijų. Todėl ir sporto klubų komunikacija turi būti atitinkamai formuojama atsižvelgiant į tų tikslinių auditorijų poreikius ir lūkesčius. Sporto marketingo komunikacijos tyrėjai sutinka, kad gerbėjai, svarbi ir gausiausia sporto klubų tikslinė auditorija, galinti tarnauti ir kaip kanalas kitoms tikslinėms auditorijoms pasiekti. Todėl galima daryti prielaidą, jog gerbėjų klubai, sudaryti iš aktyviausiai palaikančių komandą individų, vaidina esminį ir specifinį vaidmenį profesionalių sporto klubų komunikacijos formavime. Šio darbo teorinėje dalyje nagrinėjama sporto marketingo komunikacijos specifika, išskirtinumas lyginant su tradicine marketingo samprata. Nustatomos pagrindinės profesionalių sporto klubų tikslinės auditorijos ir jų svarba minėtiems sporto klubams. Toliau nagrinėjami gerbėjų bazės formavimosi teoriniai modeliai, ypatingą dėmesį skiriant socialinio identiteto ir savęs atitikimo teorijoms. Taip pat išskiriami ir analizuojami atspindėtos šlovės įsisavinimo, atspindėtos nesėkmės atmetimo fenomenai bei spindesio efektas. Nagrinėjamos gerbėjų tipologijos, sudaryta apibendrinta gerbėjų tipų klasifikacijos schema. Teorinė dalis yra pabaigiama profesionalių sporto klubų vykdomos sporto marketingo komunikacijos ir gerbėjų santykio analize. Šio darbo tyrimu siekiama išnagrinėti komunikacinį santykį tarp... [toliau žr. visą tekstą] / Specifics of modern professional sports determine that successful activities of professional sports clubs, achievements are depended on target audiences. So communication of sports clubs also has to be shaped accordingly to mentioned target audiences needs and expectations. Sports marketing communication researchers agree that fans are important and the most numerous target audience and sports clubs, which can also serve as a communication channel to reach the rest target audiences. So presumption can be made, that fan clubs, containing of the most active supporters, acts a fundamental and specific role in formulating professional sports clubs communication. In theoretical part of this work specific of sports marketing communication and its oneness comparing to traditional conception of marketing is analyzed. Also, main target audiences of sports clubs and their importance are determined. Furthermore, fan base formation theoretical models are analyzed, giving special attention to social identity and self congruity theories. Moreover, basking in reflected glory, cutting off reflected failure phenomenon and the halo effect are distinguished and analyzed. Typologies of fans are studied; generalized fan types classification scheme is made. Theoretical part of this study is finished with sports marketing communication and fans relation analysis. This case research purpose is to analyze the communicative relation between professional sports club and fan club. Kaunas “Žalgiris“... [to full text]

The purpose of this study is to create an understanding of how a company selling commodity products works to create interest and loyalty among customers and how to stand out relative to competition. Based upon present theories within marketing communication, a comparison is made with actual market information to understand how well the theory can predict reality. The study is applied to the dairy industry with the company Valio as the bench mark. In total four persons have been interviewed, marketing manager and category manager at Valio Sweden, and also project manager and art director from their advertising agency. The qualitative data obtained has been compared to predications given by theory. The result shows that in order to increase interest and loyalty and to differentiate yourself from competition, there are three corner stones that have to penetrate all marketing communication. These are added value, high quality and a strong identity. The study has proven that the practical results obtained from reality have a strong correlation to predications made by the theoretical framework that has been used.

Forskningsfråga: Vad karaktäriserar framgångsrik gerillamarknadsföring?  Syfte: Syftet med denna uppsats är att tydliggöra de väsentliga inslagen i gerillamarknadsföring för att öka förståelsen för denna marknadsföringsmetod. Vi gör detta genom att analysera och klarlägga kärnan i gerillamarknadsföring, metodens olika inslag samt dess styrkor och svagheter. Vi kommer sedan att analysera den funktion gerillamarknadsföring kan ha i företags och organisationers samlade marknadsföring.  Metod: Uppsatsen baseras på en kvalitativ studie som utgått från en deduktiv ansats med en induktiv karaktär. Den empiriska datainsamlingen gjordes främst utifrån semistrukturerade intervjuer med respondenter med spetskompetens inom det valda forskningsämnet.  Slutsats: Vår studie visar att framgångsrik gerillamarknadsföring karaktäriseras av stor kreativitet, men att gerillaaktiviteten inte får ta över budskapet. Just för gerillamarknadsföring är det särskilt viktigt för marknadsföraren att definiera målgruppen, då detta är avgörande för kampanjens utfall. Slutligen är gerillamarknadsföringens syfte att skapa engagemang för att bidra till den ”buzz” som krävs för kampanjens framgång. / Research question: What characterizes successful guerrilla marketing?  Purpose: The aim of this paper is to clarify the essential elements of guerrilla marketing to increase the understanding of this marketing method. We do this by analysing and clarifying the core of guerrilla marketing and its various elements, as well as strengths and weaknesses. We will analyse which role guerrilla marketing can play in companies’ and organizations’ overall marketing.  Methods: The thesis is based on a qualitative study that assumes a deductive approach with an inductive character. The empirical data collection was done mainly based on semi-structured interviews with respondents with expertise skills in the chosen research topic.  Conclusion: Our study shows that high level of creativity characterizes successful guerrilla marketing, but also that the guerrilla activity may not take over the message. For guerrilla marketing, it’s very important for the marketer to define the target audience, as this is crucial for the campaign’s outcome. Finally, the aim of guerrilla marketing is to create engagement to contribute to the “buzz” required for the success of the campaign.

Background: Today’s market is constantly going through changes. Customers havenew tendencies and preferences towards the products they buy. It is a customer centeredbusiness culture and companies must follow it if they want to stay in the market.Therefore communication is more personalized and tries to exchange as muchinformation with customer as possible. This enhances customer relationship anddevelops more customized products. The development of customer intimacy is requiredin order to have a broader understanding on customer needs. In that way firms are moreable to meet customer preferences with the products they provide.Purpose: The aim of this study is to describe sales strategies of additional products toexisting customers in the B2B Swedish market. Further this study will identifycommunication tools when contacting customers.Research Questions:RQ1: What sales strategies can Electrolux Laundry Systems implement for additionalproducts?RQ2: How can Electrolux Laundry Systems use communication when offering newproducts?RQ3: How could communication affect the customers?RQ4: How could managers and employees perceive the sales perspectives of ElectroluxLaundry Systems?Method: The chosen method was in depth interviews. In these interviews theresearchers asked open-ended questions via face to face and via telephone and recordedthe respondents answers. The observations were carried through interviews with ninecustomers of Electrolux Laundry Systems. Scandic Hotel Värnamo, VärnamoMunicipality, Ekdahls Länghem, Ljungbybostäder, Ljungby Hospital, ElderlyHomecare Ljungby, Tekniska Förvaltningen and Ljungby Municipality.Results: The research demonstrated that the company analyzed uses customer focussales strategies and direct marketing communications as the main tools to maintain andnurture a strong relationship with customers. Also important factors have beenhighlighted that explain the essence of the study, such as the use of communication andsales efforts to establish close relationships to later on cross-sell additional products in amore suitable way according to customer’s explicit needs.

Thesis (Ph.D.)--Duquesne University, 2005. / Title from document title page. Abstract included in electronic submission form. Includes bibliographical references (p. 179-191) and index.

Purpose: The purpose of this study is to understand millennials search behavior on mobile devices. Research Questions: How do millennials value organic and sponsored search results on mobile devices? What are the Web advertising variables that affect millennials attitudes towards sponsored search ads on mobile devices? Methodology: Data was collected from 103 Swedish millennials through an experiment and survey. Conclusion: The findings of this research supports the variables of entertainment and incentives to have a positive association with millennials attitudes towards mobile search ads while irritation, informativeness and credibility were only partially supported when testing independently with attitudes. An overall negative attitude could be seen toward sponsored links when participants motivated their action to click. Moreover, the results illustrated a higher attitude value towards mobile search ads to reflect an increased click behavior on sponsored search results.

The main objective is evaluation of Hotel SwissHouse's marketing communication. Based on analysis suggest improvements for marketing communication.Theoretical part contains publications which provide an overview of marketing communication. Additionally thesis contains SwissHouse details based on observation and survey, organizational structure and services provided by the hotel. Practical focuses on the communications of the hotel SwissHouse based on observation and questioners survey. The main goal is to evaluate efficiency of marketing communication listening to the form of reviews, complaints, inquiries. Thesis also concerns with the modern communications technologies: Facebook, direct mailing.The thesis proposes improvements for marketing communication of SwissHotel: the newsletter proposal, link building, marketing research in collaboration with local school, responses on reviews, records of complaints and improving Facebook profile. Thesis also proposes improvements of marketing communication and new communication channels. Therewithal thesis serves as a source of information for the hotel management to enable better response on the customer's demand.

The aim of the thesis was to identify used types of Guerilla marketing in Czech market on the basis of theoretical material and its practical application in the Czech Republic and to suggest options for a particular company.

The presented diploma thesis deals with the newly opened shopping center Galerie Teplice. The center is currently working on creation of a suitable market position with respect to the existing strong competition. The objective of the thesis is to evaluate the current position of the aforementioned shopping center on the market, then to learn more about its visitors and finally to improve targeting and personalize the marketing communication based on the analysis of results. For this reason the diploma thesis is focused on identifying and analyzing detailed information about the behavior, perceptions and preferences of visitors of designated shopping centers, especially of the Galerie center and on defining of its current positioning in relation to specified competitors.

The aim of this work is to compare marketing communication of two chosen food quality brands and to analyse their influence on a selected target group. On behalf of this comparison there would be suggestions for changes influencing perception of these two brands amongst target group. The first hypothesis, which says the brand Regionální potravina is in the Southern Bohemia from chosen events to prompt sales more famous than the brand Chutná hezky. Jihočesky, was confirmed. The research also reported that responders from all these events know more the brand Regionální potravina than the brand Chutná hezky. Jihočešky, only at exhibitions and trade fairs is the brand Chutná hezky. Jihočesky known the same. The hypothesis no. 2, which says the brand Chutná hezky. Jihočesky is more famous from local media than the brand Regionální potravina, was disproved. The brand Chutná hezky. Jihočesky is better known amongst responders only from local radio and external advertisement. Through other forms of media communication such as local news, television, internet presentation and social sites got more famous the brand Regionální potravina. The third hypothesis like the second one was proved false. The awareness about the brands Regionální potravin and Chutnáhezky. Jihočesky is not equal from famer's shops and healthy food shops. The brand Regionální potravina is from these shops twice as famous amongst consumers as the brand Chutná hezky. Jihočesky. For each hypothesis were made suggestions to improve the evaluation of marketing communication for chosen food quality brands. To finish it we can say both brands are in responder's eyes known amongst consumers thanks to the marketing communication and compared with other quality brands they hold a solid position. At last it must be underlined that producers by themselves can improve the recognition of these brands mainly by labelling their appraised products and by personal presence on the sales prompting events. When a consumer meets face to face with the producer and not only with a third party that has no linkage to given products, he builds a personal relationship towards these products and this can influence the consumer's decision making process when buying.