Zugl.: Darmstadt, Techn. Univ., Diss., 2008

The diploma thesis deals with the marketing communication in the public sector. The necessity of this communication in this sector is proved in the thesis by the example of the Basic school with extended language teaching Metelkovo náměstí in Teplice, based on image analysis based on field investigation and on analysis of the previous communication of this school. The thesis is devided into two main parts, theoretical and practical, the first one has one chapter, the other one is divided into 3 chapters. The theoretical part deals with marketing and marketing communication in general and in the second part these theoretical knowledge is applied on the case of the selected basic school. Frist, the image analysis of the school is performed, after that the individual communication activities from the past of the school are presented and in the end some pieces of advice are given to the school as well.

Thesis (Ph. D.)--Indiana University, 1989. / Vita. Includes bibliographical references (leaves 174-195).

This study examines the types of and frequency with which computer-mediated communications (CMC) services are used by international public relations (PR) specialists for advertising and information gathering and the judged effectiveness of these services. International PR specialists were surveyed to identify the types of and frequency with which CMC services were used for advertising and information gathering. Services focused on World Wide Web (V./WW) pages, electronic mail (e-mail), Internet search engines, and large commercial on-line services. This study also focused on: the use of the Internet for advertising, the judged effectiveness of using CMC for information gathering, the possible differences in the use of CMC between PR specialists from small large firms and a comparison of judged effectiveness based on firm size. A summary of CMC services was included to provide background information. The results indicated fairly high usage for information gathering and a lack of agreement regarding the effectiveness of CMC for advertising. No significant differences of type or frequency of usage were found when comparing small firms and large firms.

In the last decade, the reach of New Public Management (NPM) has stretched well beyond its Western origins as modernising African governments and their global health partners have sought to import new approaches. Public health systems in Africa are entirely different to those of the West however, and this sort of application introduces a number of contextually-specific questions that are not considered by the majority of the NPM literature. The few studies that do investigate NPM in Africa are evaluative in content, seeking to understand whether reforms work and to identify barriers to success. Invariably, whether they find in favour of public management reform or not, the same issues are highlighted: lack of capacity, weak institutions, and improper implementation. This thesis will build a theory of NPM reform that is particular to the African context. I develop this theoretical extension through an intensive ethnographic case study of one of the most important on-going public health reform efforts in Africa—the transformation of the entire Ethiopian hospital system to an NPM-style administrative regime. I develop a constructionist theory of African NPM through thick description of the hospitals under reform. I detail the various ways in which the reforms are indigenised as they meet up with local understandings, institutions, and market contexts, and the inevitable unintended consequences as managers seek to ‘make do’ in environments radically different to those of NPM’s origins. I then conduct a detailed consumer analysis to describe the strategies employed by patients seeking care. Patients from different class positions use very different strategies to get health services and I demonstrate that the reform has very different consequences for Ethiopians across classes. Many patients are not recognisable as the ‘customers’ described in the reform documents, and so the hospitals do not organise their reform efforts to serve them.

The objectives of this dissertation were to: (1) discover whether commenters and non-commenters on an international marketing questionnaire differ based on sociodemographic, nationality, and personality characteristics; (2) determine whether commenters with greater life satisfaction are more likely to provide positive comments; (3) determine whether commenters differ in response styles due to their national background; and (4) discover whether commenters differ (based on sociodemo-graphic, nationality, and personality characteristics) in their propensity to comment on the design rather than on other questionnaire issues. An exploratory design was used to satisfy these objectives.

In this thesis I compare two images of political parties, the image that the parties themselves trying to create through the contents of their election programs, with the image of the political parties perceived by the public. This research topic is a reaction to theories questioning the importance of the electoral programs of the political struggle in recent years. I also take into account the electoral preferences of individual respondents during the analysis. I will use data from public opinion polls for my research on secondary data analysis and other research method will be content analysis.

Title: Public Privacy: Interaction of Political Marketing and Media Communication on the Example of Private Life of Czech Politicians (1989-2010) Abstract This dissertation thesis analyses by using critical discourse analysis two decades (1989- 2010) of changes in media representations of private life of Czech top politicians. These changes took place in two periods, 1996-98 (the first clashes which affected later development) and 2006-10 (institutionalization and professionalization of political PR in presenting the privacy of politicians). It shows on the example of analysis of specific cases and events concerning the private life of politicians the evolution of political marketing and PR in the field of private life of Czech politicians on one hand at the same time as the development in media representations. The thesis analyses the mutual influence of media and PR sphere, especially in the growth of media interest in the privacy of politicians and in the way of informing about specific private events such as divorces, marriages, births etc. The aim of the thesis is to analyse the development and techniques of political PR, which are used to influence the quantity and content of media texts in order to build a certain image of politicians. Keywords political marketing - public relations - media...

The topic of this thesis is the marketing of the town of Rejštejn in the Bohemian Forest. In 2007, the town regained the status of a town, which could be the first step in restarting socio-economic development and supporting tourism. The thesis focuses mostly on a detailed analysis of the current use of the marketing mix, whose results enable for suggesting future improvements in the marketing of the town of Rejštejn.

Cette thèse porte sur le comportement des individus vis-à-vis de leurs déchets et plus précisément sur leur motivation à trier les déchets. L'enjeu est d'étudier ce comportement en dépassant les approches classiques en marketing sur le sujet. Celles-ci se concentrent essentiellement sur l'attitude en tant qu'antécédent du comportement de tri des déchets et sur la théorie du comportement planifié pour comprendre comment cette attitude se transforme en comportement effectif. Si ces études permettent effectivement de mieux comprendre le comportement de tri, elles présentent certaines limites et notamment la non prise en compte du contexte marqué par une certaines absence d'autonomie dans l'adoption de ce comportement et le rôle de l'Administration publique. Pour dépasser ces limites, cette recherche vise à établir la pertinence de l'application d'une théorie contemporaine de la motivation, la théorie de l'autodétermination, qui permet de rendre compte du besoin d'autonomie des individus dans leurs activités quotidiennes mais aussi du rôle de facteurs extérieurs à l'individu sur ce sentiment d'autonomie tel que l'Administration publique. Ainsi, cette recherche permet de mettre en évidence que la motivation autonome est la forme de motivation qui entraine les effets comportementaux et attitudinaux les plus positifs et que celle-ci peut être entravée ou favorisée par le style adopté par l'Administration publique dans sa volonté de conformer les citoyens à la politique publique de gestion des déchets mais aussi à travers l'image qu'elle renvoie au citoyen.