Online marketing plays a significant role in business and the World Wide Web has proven to become a platform for success for many enterprises and industries. The advantages that comes with the use of the internet platform for the marketing goods and services makes it imperative for Small and Medium Enterprises (SMEs) to adopt, in order to stay competitive in the fast changing global market. The main objective of this study is to explore the dynamics of the Internet in connection with (SMEs). The case study approach is used in this study. Hence, this thesis provides an analysis of the internet marketing strategy in the company NWT a.s. and its e-shop Patro.cz. The study found that, the internet as a marketing tool can enhance customer relationship and enable SMEs in particular to maintain close contact with their customers and provide them with a compelling shopping experience so as not to lose them to other competitors.

Abstract This paper presents a case study of Taiwan Buddhism website. It discusses different strategies that may be used for preaching Buddhism in the Buddhism website, the differences between web-based learning and commerce learning offered by the Buddhism website, the development of Chinese Buddha in the 21st Century, helpfulness of internet to various kinds of religions, and the benefits from internet marketing to the religious groups. Also in comparing the methods and strategies for preaching doctrines of religious groups, we compare the traditional model with the internet one. In addition, this article aims to explore the internet users¡¦ satisfaction levels toward the Taiwanese Buddhism websites using internet integrated marketing communications strategies. This research uses the questionnaire survey as the research method to understand the acceptance of Buddhism internet users. We aim to explore if the Buddhist eCollege on the Buddhism website to meet expectation of Buddhism internet users via questionnaire survey analysis. According to the preliminary analysis of the result of questionnaire survey, we understand the result of sample via basic information statistic of users and satisfaction data analysis of each dimension to understand the feeling of users after filling in the questionnaires and surfing FGS Tienyen Buddhist eCollege to serve as the reference of constructing the satisfaction model of the said website. The results show that the style of preaching presented on the website of the religious groups can meet the requirement of internet users of Buddha website in both the tangible and intangible aspects from satisfaction level of each dimension. In addition, it does affect the internet users both in their daily lives and careers.

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The purpose of this thesis is to empirically identify how pure-play fashion retailers can simulate attachment to their websites (through trust, loyalty and purchase intentions) by using different marketing communications media (static product presentation, moving product presentation, guidance and community) to overcome the intangible nature of the online sales environment.The word “simulating” in the title has been chosen due to the nature of the relationship which can exist between a consumer and a pure-play retailer. The word “simulate” means ‘imitate the appearance or character of’ and ‘pretend to have or feel (an emotion)’ (Google a, 2012). A computer facilitates the relationship between a consumer and the pure-play retailer and cannot feel; therefore the relationship cannot exist in a real way and only exists in the eyes of the consumer. Just as a simulator is used for pleasure rides, such as flights or rocket ships, the flight does not exist, but is simulated by a computer and a director who ensures the film starts simultaneously with motion. The same is true for the relationship between a pure-play retailer and a consumer, it is not real, and therefore it is appropriately “simulated”. Descriptive statistics set the scene for a following body of multivariate statistical analysis (EFA, CFA and SEM) using AMOS 16.0. 15 hypothesized relationships are tested after being generated from an extensive literature review. A sample of 688 female young fashion consumers from The University of Manchester participated in this study. There is clear variability in the build up of attachment when a consumer shops for products communicated via different marketing media. Different facets of attachment can be simulated by using static product presentation, moving product presentation and guidance. Community tools can be used to fuel product viewing in rich media and moving formats whilst acting as a discursive platform. Static product presentation has direct relationships with trust and purchase intention, whereas moving product presentations are related to building loyalty. Generalisation of results is limited due to the use of an exclusively female, student sample and the centrality on the UK fashion industry. Further development of the constructs used in this study is needed to further test the conceptual model. This study is one of the first to empirically study pure-play fashion retailing, providing insightful and pragmatic advice by identifying which communication mediums foster enduring relationships with young fashion consumers.

Diploma thesis was divided into seven main sections. In the first of them I will lead the reader through the theory to the problems of marketing itself, explain its nature, history, define marketing mix, the communication process as a basis for commercial and other marketing communications The second chapter will mapping the situation of Konrad brewery. First I will inform about the subject matter, then I will go to through the history and present of the brewery, then I will do the SWOT analysis, define 4P companies, divide customer segments and competitors.The third part will be devoted purely to the beer market in the Czech Republic. Describing its situation, finding trends and defining patterns. The fourth chapter will include a summary of current activities Konrad Brewery in 2012, which will describe the initial situation in commercial communications and other marketing communications.In the fifth section I will formulate marketing activities of Konrad brewery in 2013, so this will be a recommendations in the context of marketing communications.In the sixth chapter I will evaluate the effects of the current brewery Konrad in marketing communications in the current situation. Last, the seventh chapter, will be devoted to my recommendations for the future, which the brewery Konrad may or may not follow.

This study examined marketing communications in South African microenterprises. Large organisations normally engaged in marketing activities to support their growth and success. With microenterprises, a type of small business, touted as having a critical role to play in the development of South Africa’s economy but failing to live up to that expectations the purpose of this study was to explore and gain a preliminary understanding of the perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa.Micro-entrepreneurs around Gauteng were identified as the population to be studied and from that population, micro-entrepreneurs who work with MEDO were identified as a sample. Using a questionnaire, data was collected from owners of microenterprises and analysed to arrive to findings outlined below:An overwhelming majority of the owners of microenterprises have a positive perception towards marketing communications. They believe it can play a vital role in the growth and success of their businesses. However, it was interesting to note that again a majority of them did not understand the concept of marketing communications. What was also interesting was that they were prepared to learn more about the concept because they believe it can make a difference to their businesses. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

<p>There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector.</p><p>The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academic world. Therefore, little is known about storytelling from a business administration perspective, more specifically marketing communication, which is our field of interest in this thesis.</p><p>The purpose of this thesis is to study and analyze storytelling and how it is used as marketing communication in the Swedish hospitality industry.</p><p>To fulfill our purpose, a qualitative study with an inductive approach was chosen as suitable. Primary data was gathered through interviews with managers from nine different hotels, which all work actively with storytelling. Theories regarding service marketing, marketing communications, and storytelling helped us to collect appropriate empirical data and also to structure the analysis.</p><p>Storytelling in the hospitality industry is an identity or an image, and the purpose of using storytelling is to be remembered and to mediate a feeling. As a concept, it requires attributes and a certain level of truth is important to remain trustworthy. Furthermore, storytelling facilitates the communication process between the hotels and their customers and it often strengthens customers’ attitudes towards the hotel. Both private and business customers are attracted by stories, but it is easier to communicate the story to large groups during a conference. It is however difficult to mediate the whole concept through marketing communication tools as it is too compound. Storytelling facilitates an integrated marketing communication as it becomes an image and word of mouth is increased due to that people talk about the unexpected.</p>

There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector. The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academic world. Therefore, little is known about storytelling from a business administration perspective, more specifically marketing communication, which is our field of interest in this thesis. The purpose of this thesis is to study and analyze storytelling and how it is used as marketing communication in the Swedish hospitality industry. To fulfill our purpose, a qualitative study with an inductive approach was chosen as suitable. Primary data was gathered through interviews with managers from nine different hotels, which all work actively with storytelling. Theories regarding service marketing, marketing communications, and storytelling helped us to collect appropriate empirical data and also to structure the analysis. Storytelling in the hospitality industry is an identity or an image, and the purpose of using storytelling is to be remembered and to mediate a feeling. As a concept, it requires attributes and a certain level of truth is important to remain trustworthy. Furthermore, storytelling facilitates the communication process between the hotels and their customers and it often strengthens customers’ attitudes towards the hotel. Both private and business customers are attracted by stories, but it is easier to communicate the story to large groups during a conference. It is however difficult to mediate the whole concept through marketing communication tools as it is too compound. Storytelling facilitates an integrated marketing communication as it becomes an image and word of mouth is increased due to that people talk about the unexpected.

The objective of this masters thesis is to analyze the marketing communications of a selected bank within the banking industry, in this case the Raiffeisenbank a.s. There were two methods applied in this analysis, the questionnaire survey and interview. The questionnaire survey serves the purpose of obtaining external information about the bank, while the interview serves as an internal source of information within the bank. The masters thesis is structure into a theoretical part with four subsections and practical part with five subsections. The first chapter characterizes the micro and macro environment in the banking industry. The second chapter focuses on the theory of marketing communications of services. The last section of the theoretical part evaluates the basis the marketing mix and last paragraphs of the theoretical further elaborate on the marketing mix of services. The first part of the practical section introduces the history of Raiffeisenbank all to way to the presence. Second part explains the marketing research of the current communications of Raiffeisenbank. Following section of the practical part expands on the SWOT analysis of selected factors, such as the goals of the marketing communications of Raiffeisenbank and the targeted audience of the marketing communications of Raiffeisenbank. Further chapters describe the methods of marketing communications as well as the perceived brand image and SWOT matrix. The last part of the thesis evaluates the hypothesis on the basis of applied methods of analysis and proposes a set of recommendations to improve the marketing communications of Raiffeisenbank.

The current research explores how luxury brand mentions impacts consumer culture. Specifically, the social, cultural, and economic implications of such mentions when integrated in reality television is investigated. Exploring this phenomenon is important as consumers are afforded several options to skip or avoid advertising when viewing television. Hence, consumers are now exposed to brand mentions that are integrated in media by advertisers who aim to combat the advertising avoidance. Generally, brand mentions are depicted in media as inexpensive, convenient products, such as household goods or food products. But with the emergence and popularity of reality television, consumers are now exposed to those brands, in addition to luxury brands. This is true as brand mentions financially support production costs for many reality television programs and also serve as aspirational props. Luxury brand mentions are worthy of study as they exude exclusivity and status and are traditionally targeted to a niche, elite market. As luxury brands are integrated in reality television, a broader, more diverse consumer audience is exposed to such mentions. This research is one of the first to specifically explore how luxury brand mentions appear in reality television. Using the consumer culture theory framework, two studies were conducted to understand the nuanced meanings of such mentions among consumers. Study One explored the integration of luxury brand mentions using a content assessment. Study Two used depth interviews to gauge consumer response to such mentions. Study One results indicate luxury brand mentions are highly prominent in affluent-lifestyle reality television shows. Five of the most frequently mentioned luxury brands represent the automobile, entertainment/technology, and hospitality product categories. Overall, the promotion of materialism, aspiration, and elitism were messages consumers were exposed to. Study One results were supported by findings in Study Two which revealed informants’ race, class, and gender as strong influencers of their interpretations of luxury brand mentions. / text