The aim of this dissertation thesis is to analyze marketing communication tools on a business to business market. To enhance the concreteness and added value of the paper, a real case study of the firm U. S. Steel Košice is used. The organization indends to undertake a rebranding process in near future. The first three chapters of the work fall under the theoretical part, which contains specificities of B2B marketing as opposed to B2C. The fourth chapter is dedicated to the practical part and includes analyses of the external environment and the steel industry, as well as internal analyses of the company, including its communication mix. Finally the paper presents a few workable recommendations for modern and effective strategic communication, based on the analyses executed.

Orientador: Pedro Paulo Zahluth Bastos / Tese (doutorado) - Universidade Estadual de Campinas, Instituo de Economia / Made available in DSpace on 2018-08-17T23:35:09Z (GMT). No. of bitstreams: 1 Belanga_TatianaPedroColla_D.pdf: 14876468 bytes, checksum: 035391f4200ffe36646feb9423563832 (MD5) Previous issue date: 2011 / Resumo: Há certo consenso na literatura que as décadas de 1920 e 1930 foram cruciais para o processo de industrialização no Brasil. Contornando a inexistência de um Censo Industrial em 1930, esta tese busca contribuir para o entendimento do período recorrendo a dados das Estatísticas Industriais do Estado de São Paulo e aos balanços contábeis de quatro empresas: uma do setor têxtil (Fábrica de Tecidos Labor), uma do setor de máquinas, inicialmente para a cafeicultura (Companhia Mac Hardy) e duas metalúrgicas (Companhia Industrial e Mercantil Casa Fracalanza & Metalúrgica Francalanza, e Sociedade Anônima Souza Noschese). Com base nos dados apresentados, é possível mostrar que, a partir do final da Primeira Guerra Mundial e, principalmente, no correr da década de 1920, não obstante a indústria de transformação depender ainda em grande parte da indução do setor exportador, o padrão de desenvolvimento industrial tornou-se mais complexo. De fato, os investimentos industriais se expandiram em direção ao ramo de bens intermediários - notadamente cimento, aço, papel e celulose, borracha e derivados, química -, além de setores vinculados ao ramo de bens de capital, tais como maquinaria e equipamentos. Em resumo, a diversificação industrial a partir da Primeira Guerra e ao longo dos anos 20 iniciara ali uma mudança estrutural na economia brasileira que marcaria época na década de 1930. Para amparar a pesquisa, procede-se à análise da indústria paulista na época sob o ponto de vista do crescimento, estrutura produtiva setorial, produtividade, financiamento e lucratividade, sendo possível identificar a velocidade da diversificação e o crescimento do setor metalúrgico no parque industrial paulista / Abstract: There is some consensus that the 1920 and 1930 were crucial to the industrialization process in Brazil. Skirting the absence of an industrial census in 1930, the thesis aims to contribute to the understanding of the period using data from the Industrial Statistics of the State of São Paulo, and the balance sheets of four companies: a textile industry (Fábrica de Tecidos Labor) one of the machinery sector, initially for coffee (Companhia Mac Hardy), and two metals (Companhia Industrial e Mercantil Casa Fracalanza & Metalúrgica Francalanza, e Sociedade Anônima Souza Noschese). Based on the data presented, it is possible to show that, from the end of World War I, and principally, in the course of the 1920s, despite the manufacturing industry still depended largely on the induction of the export sector, the pattern of industrial development became more complex. In fact, industrial investment has expanded into the field of intermediate goods - notably cement, steel, pulp and paper, rubber products, chemicals - in addition to sectors linked to the industry of capital goods such as machinery and equipment. In short, industrial diversification, from the First World War and throughout the 1920s, there started a structural change in the Brazilian economy would mark time in the 1930s. To bolster the research, an analysis is done of the São Paulo's industry at the time from the point of view of growth, sectoral production structure, productivity, profitability and financing, emphasizing the speed of diversification and growth of the metallurgical sector in the industrial park of Sao Paulo / Doutorado / Historia Economica / Doutor em Desenvolvimento Economico

Este trabajo de tesis recoge las contribuciones aportadas en el campo de los sensores de fibra óptica en tres ámbitos de trabajo. Un sistema sensor de alta temperatura sin contacto con transductores de fibras ópticas de sílice se ha presentado. Dos topologías de "ojo abierto" y "ojo cerrado" y un algoritmo de decodificación "pirometría de banda dual" propuesto en este trabajo son las novedosas aportaciones presentadas. El sistema ha sido validado en laboratorio y en pruebas de campo de forma exitosa. Para sensores de temperatura con fibras dopadas con Erbio se ha demostrado que su máxima sensibilidad tiene lugar cuando la longitud utilizada es superior a la óptima exigida por el bombeo. Finalmente se ha modelado y validado en laboratorio una red de sensores acústicos basados en interferómetros Fabry-Perot de cavidad larga determinando a partir del modelo obtenido la fase mínima detectable y la visibilidad máxima del sistema. / The thesis collects contributions in the field of optic fibre sensors for three areas. A high temperature sensor system without contact based on silica optic fibre transducers has been submitted. Two topologies "open eye" and "closed eye" and a dual band pyrometer decoding algorithm are the submitted innovative contributions. The system has been validated successful in the laboratory and field tests so. Another contribution has been the demonstration that the maximum sensitivity for temperature sensors based on Er-doped fibres occurs when the used length is more than the optimum required by pumping. Finally a network of acoustic sensors based on Fabry-Perot fibre interferometers has been modelled and validated in the laboratory. The minimum detectable phase and maximum visibility of the system has been obtained from the proposed and validated model