Abstract In the complex business environments of today, firms are in need of external expertise in order to achieve a competitive edge. The increased complexity is partly due to technological devel-opment and facilitated global access affecting most markets. Therefore, marketing activities has increased importance in a firm’s core strategy. Being able to communicate to customers in a creative and more direct way is vital in order to survive in a global battlefield. One interesting question is how one should involve external expertise in achieving successful marketing in an effective manner. There seem to be difficulties in maintaining long-term agency-client relation-ships and one could question why? Quite often one finds clear differences reflecting role defi-nition and what the parties expect of each other. The purpose of this thesis is to analyse the relationship between advertising agencies and their clients. The authors aim to investigate how companies use external influence/advertising agencies in their marketing communication process and identify the crucial factors leading to suc-cess/failure of agency-client relationships. A pre-study was made in order to get an understanding about the actual situation on the field, and gave us the interest in investigate the agency-client relationship. Then, a qualitative multiple case studies have been made and gave a relatively good insight in the agency-client relationship. Insight in where the relationships are lacking and where improvement is needed. The authors discovered that why agencies and clients fail in their relationships, many times is a result of miscommunication and misunderstandings. Attitudes towards each others field of op-erating and lack of dialogue seem to be the reasons why this appears. They need to meet at a level somewhere in between the points at the present, hence need for agencies to have a deeper understanding than present client desire and for agencies to be able to adjust to client needs, and correlating their abilities. The key is communication. A lot of the improvements is up to agencies in mediating and marketing themselves in a more efficient manner than today. Advertising agencies are often failing in establishing an effective communication process with their clients.

The purpose with this thesis is to clarify how estate agents working with their marketing and marketing strategies. Our study has occured in Kalmar and we have used five different estate agents for our collection of empiric’s data. We have worked with a qualitative methodology to achieve deeper knowledge about these five company’s which have been chosen for the study. We have selected theories that suit our subject and together with the empiric data these two parts will be compared which concludes in an analysis. The analysis will generate a conclusion in which we will answer our purpose. Central parts of this study have been relationship, marketing communication, image, branding and service management.

In the past few years, due to the global economic recession, the structure of Taiwan media has been changed dramatically. Since the advertising have decreased year by yea and opening of the media market, the world's major media including newspapers¡Bmagazines¡Bradio and television all need to face the pressure of the environmental changed. According to the latest statistics, the advertising revenue of domestic cable TV has especially reduced in the past two years, from 5.038 billion in 2007 down sharply to 5.08 billion in 2008. Even though the challenges, the media still attempt to use new strategy with positive attitude to against harsh environment. For example, there was a newspaper company whcih planning exhibitions through the strategic alliance to create new revenue. Furthermore, the television media try to use the strategy of integrated marketing communication¡]IMC¡^ to increase revenue or change income structure in stead of declining advertising revenue. However, Formosa Television¡]FTV¡^is a good case to show the income steadily through IMC strategy even then decreased of advertisement. We have found that the proportion of advertising revenue up 90% of total revenue in 1997. However, after the changed of business policy, the advertising revenue has been reduced to 60%. Other 40% revenue comes from merchandise¡Bcopyright and integrated marketing. This thesis takes FTV cultural foundation as the case study and try to find out how FTV increased revenue through by internal resources¡Bmultiple communication and innovative products. Meanwhile¡Athe study also analyzes how FTV use IMC tools such as advertising, promotion, personal selling, direct marketing, public relations to change the overall revenue structure and improve the profit. In conclusion, we would like to realize the management of media and provide new strategy for reference.

Abstract The importers of wood, sources from around the world through an exclusive of the way to import and export of wood materials to meet the needs of the Asian region, particularly in the domestic market. The wood materials used in public landscaping works are the most valuable and quantitative. Hence, many varieties of imported timbers which require the recommendation by the importer , and therefore the marketing strategy of timber importers often becomes the key decision to use wood materials, such as the United States imported Southern Yellow Pine and the Southeast Asia Pacific iron wood (Merbau), Borneo ironwood (Belian). However, due to the more mature trees being widely accepted by the users but some bad importers sell newly developed cheap replacement, resulting in shorter and the poor quality of life. And this resulted in lower market demand for timber, as a situation of economic theory, "bad money drives out good money". For these above reasons, there is a lack of coordinated organization to consolidate for such a long time in past one-stand-along critical competitive situation resulting in the decline of timber industry. Based on this, to integrate the business platform, the establishment of a national association should be implemented to avoid the price of damage a, build the coordination mechanism, and set up a set of standard testing procedures. Under the gradually declined timber industries, a strong sales promotion strategy should be developed to achieve the success in 1980s. The marketing promotion strategy of timber industry is developed and analyzed with marketing 4P tools. This study gathered the collective opinions of member companies towards the Association's recommendations and expectations. The survey was conducted collectively and analyzed. Finally, the conclusion and recommendations is proposed for guiding future marketing direction. Keywords: Timber Industry Association, marketing strategy, marketing communication

During the period of the presidential election in 2004, the Ministry of Justice had put together various types of channels to promote the concept of the anti-bribery policy, which was much similar to the idea of integrated marketing communication (IMC). In view of this, the research compared the anti-bribery policy promotion with the integrated marketing communication in theory to see whether they meet each other. The following conclusions and suggestions might become references and criteria for other governmental measures of marketing policies. 1 Rewarding the secret witness might be the best way to promote the anti-bribery policy. 2.Although the promotion of the anti-bribery policy had already used various kinds of marketing channels, the effects of the integration of these channels still need to be strengthened. 3.A proper propagandist might play an important role in the anti-bribery policy promotion, if the promotion wants to catch people's attention and recognition. 4.The measurement index of the after-investigation of the anti-bribery policy promotion seemd not to reflect the behavioral changes of people. 5.The anti-bribery policy promotion need to set up clear marketing communication steps in advance. 6.Policy marketing need to set up the target market positively. 7.Database might be built to enrich policy marketing. and government need to use the pull strategy to determine communication mix. 8.If policy marketing has to proceed for a long time, the budget program need to adopt the sales percentage method. 9.Policy marketing need to set up a complete measurement mechanism. 10.The principles of integrated marketing communication might be suitable for the promotion of all kinds of public policies.

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The cyber university has become a new trend in personal learning systems. At present, many universities in Taiwan have set up cyber universities that provide lots of online courses for more students or working people. What are the main goals when the cyber university promotes it¡¦s products¡H What kinds of the marketing mix strategy it uses to achieve the goals¡H And how does the cyber university make use of IMC tools to promote it¡¦s products¡H The case study method has been utilized in this research. The objectives including National Sun Yat-Sen Cyber University of National Sun Yat-sen University (NSYU)¡BNational Taiwan University¡BE-college of National Chengchi University¡BNational Tsing Hua University and Go2school of Chinese Culture University are studied to realize the product position¡Btarget audience¡Bthe relation between marketing mix and marketing goals, and the successful or obstructive factors etc. This research has the following findings¡G 1. The every part of the application of IMC in the cyber university forms a cycle. Although the products of the cyber university have no local limitation, they also have the differences in marketing strategy in different areas. 2. Because the cyber university is still on the stage of development, the business model is not completely established. At present, making profit is not the only goal in marketing, and building brand visibility is the most important for all cyber universities. 3. In the initial stage, the cyber university applies many marketing tools¡]advertising¡Bpublic relations etc.¡^to promote it¡¦s products, and then keeps on regulating to a perfect marketing mix strategy. Besides, internet marketing¡]through e-mail sending¡^is the most effective way and can be used with the database to interact with customers or convey personalized information. 4. No matter in the beginning or for the final achievement, the application of IMC tools in the cyber university must take customers into the main consideration. That means IMC not only makes profits for business corporation but also accumulates invisible brand image in customer¡¦s mind as well as establishes a long relationship with every customer. At last, my research has the following contributions¡G 1. Setting up an IMC model of the cyber university. 2. With the study of cases, we know how cyber universities make use of IMC to promote it¡¦s products and provide a reference for new investors to market their products.

Keen competitions have made non-profit organizations (NPOs) harder to survive. For the sake of acquiring sufficient resources, more and more NPOs operate like firms. They utilize commercial business models to obtain sufficient capital in order to achieve organizations¡¦ objectives. It is crucial for NPOs to serve marketing methods to grab attentions and enhance sales during the process of commercialization. Yet literally few papers have discussed the role of integrated marketing in the realm of NPOs, let alone studies on temples. This thesis aims at using case method to understand how temples use integrated marketing tools and to provide suggestions in order to enhance the operation of temples and local economy while achieving long-run sustainability. This research serves integrated marketing concepts as the theme and used case methods to discuss on how temples use integrated marketing tools and strategies. This study has also formed a performance model on evaluating NPOs¡¦ integrated marketing efforts. Situation analyses, current status examination and suggestions to the underlying temple are also provided in this thesis for the sake of enhancing sustainability of the NPOs.

<p>Abstract</p><p>In the complex business environments of today, firms are in need of external expertise in order to achieve a competitive edge. The increased complexity is partly due to technological devel-opment and facilitated global access affecting most markets. Therefore, marketing activities has increased importance in a firm’s core strategy. Being able to communicate to customers in a creative and more direct way is vital in order to survive in a global battlefield. One interesting question is how one should involve external expertise in achieving successful marketing in an effective manner. There seem to be difficulties in maintaining long-term agency-client relation-ships and one could question why? Quite often one finds clear differences reflecting role defi-nition and what the parties expect of each other.</p><p>The purpose of this thesis is to analyse the relationship between advertising agencies and their clients. The authors aim to investigate how companies use external influence/advertising agencies in their marketing communication process and identify the crucial factors leading to suc-cess/failure of agency-client relationships.</p><p>A pre-study was made in order to get an understanding about the actual situation on the field, and gave us the interest in investigate the agency-client relationship. Then, a qualitative multiple case studies have been made and gave a relatively good insight in the agency-client relationship. Insight in where the relationships are lacking and where improvement is needed.</p><p>The authors discovered that why agencies and clients fail in their relationships, many times is a result of miscommunication and misunderstandings. Attitudes towards each others field of op-erating and lack of dialogue seem to be the reasons why this appears. They need to meet at a level somewhere in between the points at the present, hence need for agencies to have a deeper understanding than present client desire and for agencies to be able to adjust to client needs, and correlating their abilities. The key is communication. A lot of the improvements is up to agencies in mediating and marketing themselves in a more efficient manner than today. Advertising agencies are often failing in establishing an effective communication process with their clients.</p>

<p>This thesis aims to measure the dimensions that comprise a relationship between an organization and its public (Organization-Public Relationship) across cultures in order to ascertain which of the dimensions are valued most in those various cultures. Through a historical look at public relations literature, the relatively new theory of Organization-Public Relations is traced, explained, and then applied. O-PR dimensions considered for study are trust, control mutuality, relationship commitment, relationship satisfaction, and face and favor. The study undertaken will be exploratory in nature; the survey will be distributed to international college students currently attending American universities, 18-25 and analyzed using one-way ANOVA to provide a comparison. While many culture-specific models of public relations exist, this study does not attempt to build a new model, but to measure cultures across an existing one. The expected outcomes will provide insight into building and measuring effective cross-cultural, and multi-cultural public relations campaigns, as well as allow for a further validation and understanding of international application of the Organization-Public Relationship Assessment (OPRA): a cross-cultural, multiple-item scale for measuring organization?public relationships developed by Huang (2001). Data will also be collected, analyzed, and compared on perception of likelihood of relationship dimensions affecting word-of-mouth advertising from students