The purpose of this thesis is to explore the different Internet tools in a marketing strategy, which can be used within a tour operator in Sweden. The question is why did they choose these specifics Internet tools and how do they use it. Further, this project aims to contribute to the development of new knowledge regarding the online marketing strategies in the outbound tourism market.

This research established that fishskin leather is still in the introductory stage of its product life cycle, in spite of the fact that the leather has been in existence for more than 200 years. The reasons why such an innovative product did not have more widespread prestige were studied. It was found that a critical factor was a need for a change in attitude about the leather by both manufacturers and consumers. Further, there appeared to be little activity directed towards overcoming the observed negative image of a product made from the skin of fish, which could be improved by more effective marketing and persuasive advertising. The marketing environment was studied in order to establish how it works and what effect it might have on the marketing of fishskin leather products; consumer acceptance of fishskin leather was also examined, the -research then included a series of steps for grounded theory building according to Eisenhardt and Dibb and Simkin. This work was designed to contribute to the innovation-development process, to include consumer acceptance of fishskin leather products. As a result, a model was constructed by modifying that of Albrecht, Horne, Kunz and Stout to produce an international and national model of fishskin leather marketing channels. Survey and statistical research began with the isolation of a representative sample from the target population consisting of tanners, designers, manufacturers and retailers - a city centre survey of the opinions of shoppers was also carried out, as were a series of case studies. From the literature and interviews, significant variables were selected so that a questionnaire could be constructed, and pilot tested prior to circulation. Two forms of analysis were applied to the collected data. The first was descriptive which allowed the data to be cleaned up and for the researcher to become more familiar with the data. Descriptive statistics were followed by submitting normally distributed data to the multivariate techniques of factor and cluster analysis. The statistical analysis identified that the most important new product characteristics were quality, craftsmanship, price and style, and that the most successful marketing strategies were those of product and price of the retail marketing mix or the four p's product, price, place and promotion. This research has produced a better understanding of the factors involved in the diffusion of fishskin leather. It has also identified the strategic methods and marketing innovation activities needed for the marketing of fishskin leather products.

There is growing evidence that a vast majority of CEO’s believe that sustainability-related issues are having or will soon have a material impact on their firms. Nearly all of the academic literature on the firm level impacts of corporate social performance (CSP) has focused on looking for a universally positive or negative effect of CSP on corporate financial performance (CFP). Recent literature in the CSP domain, however, has presented two questions that have been under-researched with respect to CSP by firms: 1) What are the processes and motivations that underlie the inclusion of CSP in firm strategic decisions? and 2) Why do some firms generate different market returns from their CSP? The present research consists of two studies that focus on developing an understanding of these two questions. The first study uses a Contingency Theory approach and proposes that several organizational, market, customer, environmental and competitive characteristics of a firm predict a firm’s level of CSP. Findings based on a longitudinal, multi-industry sample of 447 firms over the period from 2000 to 2007 show that firms that have a corporate branding strategy, serve consumer markets, and have a greater degree of globalization have higher levels of CSP. Finally, this study also finds that higher levels of CSP relative to a firm’s industry result in higher levels of firm intangible value (Tobin’s q). The second study examines the following: 1) Does CSP history moderate the relationship between CSP and CFP? and 2) Is there a CSR Black Hole with respect to a firm’s history of negative behaviors? That is, does past negative social performance of the firm negate potential benefits from current period changes in positive social performance? Using the Flow Signals framework proposed by Dekinder and Kohli (2008), this study finds that a (1) history of growth in negative CSP, (2) trend toward increasing negative CSP, or (3) more inconsistent history of positive or negative CSP (reversals) decrease the returns to positive social performance. This study also finds evidence of a CSR Black Hole, but show that firms may be able to exit this by consistently managing their social performance over time. / text

Due to increasing emergence of social needs and problems throughout the world, accompanied by reduced government ability to provide the funding necessary to effectively combat these problems, it is expected that social enterprises will grow in number and importance. Because of this growing importance and the lack of research concerning marketing practices in such organizations, the purpose of this thesis is to develop a deeper understanding of both marketing in social enterprises and the context in social enterprises that has the potential to affect the marketing strategies employed in such organizations. Based upon this enhanced understanding, I develop and propose a model of marketing strategy in social enterprises. To develop this enhanced understanding and model, I conducted empirical qualitative research consisting of a comparative study of fifteen cases of social enterprises. Results show that four major dualities represent the critical context of social enterprises that influence the marketing strategies employed. Marketing is viewed as important by these enterprises and the strategies employed are quite well developed in the areas of market research, product quality, branding, and promotion.

Due to increasing emergence of social needs and problems throughout the world, accompanied by reduced government ability to provide the funding necessary to effectively combat these problems, it is expected that social enterprises will grow in number and importance. Because of this growing importance and the lack of research concerning marketing practices in such organizations, the purpose of this thesis is to develop a deeper understanding of both marketing in social enterprises and the context in social enterprises that has the potential to affect the marketing strategies employed in such organizations. Based upon this enhanced understanding, I develop and propose a model of marketing strategy in social enterprises. To develop this enhanced understanding and model, I conducted empirical qualitative research consisting of a comparative study of fifteen cases of social enterprises. Results show that four major dualities represent the critical context of social enterprises that influence the marketing strategies employed. Marketing is viewed as important by these enterprises and the strategies employed are quite well developed in the areas of market research, product quality, branding, and promotion.

Thesis analyse the marketing activities of selected company. The company rents IT equipment. Thesis contains direction of marketing strategy based on marketing mix which company might use to increase decreasing demand on market.

The aim of this thesis is to analyze the marketing strategy of brand Zovirax and, according to this analysis, recommend the improvements into the future. Theoretical part is divided into three chapters. The first chapter describes the basic terms related to marketing. The second chapter describes the term brand and its role in marketing. The third chapter dedicates to theoretical definition of marketing strategy with its elements including strategies at the level of product, price, distribution and communication. The theoretical part is followed by a practical part, which deals with the actual marketing strategy of Zovirax. Proposals for improvements and suggestions into the future are based on the SWOT analysis, analysis of competition, analysis of current marketing strategy and on my own research.

The aim of my diploma thesis was to evaluate, whether the marketing strategy of the Nissan company is efficient and what is its position among the companies operating in the automotive industry in the Czech republic. The thesis is divided into 4 parts. First part deals with definition of basic marketing terms and their comparison with the practices implemented at Nissan. The second part is focused on the company itself, its postions on the European and Czech market and specific marketing methods, which Nissan uses. Situation analysis is the subject of the third part. This part is focused automotive market in Czech Republic and its development, product portfolio of Nissan and analysis of competitors and target group. The last part is based on a case study of new model launch on the market. It includes critical evaluation of new model launch and communication activities. In the end, the thesis evaluates success on new model launch on the market.

Práce se zabývá světem průkazů ISIC a jejich fungování ve dvou různých státech. Autor využívá svých zkušeností ze svého působení na českém a kanadském trhu, a proto přináší na problematiku unikátní pohled, podpořený svou zkušeností. V praktické části pak předkládá návrh strategie pro zavedení průkazů ISIC na kanadském trhu. Čtenáři tak předkládá ucelený prohled na strategii dvou odlišných společností, které však vydávají stejný produkt, který je součástí života čtvrt milionu studentů v ČR. The final thesis is focusing on marketing strategy of ISIC cards in two different countries. Author is using his experience that he gained as Project Manager for ISIC Czech Republic and also ISIC Canada. In the final part it is proposing the strategy for ISIC within high schools in Canada. Therefore the thesis is showing unique view on the strategy of two different companies selling the same product.

Stará Myslivecká is a traditional Czech brand occurring on the market since 1847. The label was one of the premium products during the period of socialism. However, there was a boom of new international brands on the market after 1989, which caused a downfall of Stará Myslivecká that lost its post. Diploma thesis contains an analysis of current brand position based on secondary and primary data obtained from online questionnaire. The aim of diploma thesis is to determine objectives that should be reached by the brand in next three years and to propose a marketing strategy based on the analysis of obtained data that would help to meet the objectives. To sum up, after reviewing all aspects is there the recommendation which one of the strategies is more preferable for the company.