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Dissertations / Theses on the topic 'And Digital Marketing Strategies'

Author: Grafiati

Published: 7 June 2025

Last updated: 16 July 2025

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1

Basco, John. "Digital Fundraising Strategies for Nonprofit Marketing Leaders in International Markets." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5540.

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Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was t

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Dimitrova, Polina, and Isa Sin. "Digital Marketing in Start-Ups : The role of digital marketing in acquiring and maintaining business relationships." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76330.

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This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper i

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Quintana, Macchiavello Antonella. "Las estrategias digitales, a través de redes sociales, con relación al posicionamiento de marca en tiendas de alimentos orgánicos ubicadas en la zona 7 de Lima Metropolitana en hombres y mujeres de 28 a 33 años del NSE A durante el año 2018." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652097.

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En la presente investigación se analizan las estrategias digitales en redes sociales de las tiendas orgánicas con la finalidad de descubrir la consecuencia actual y, en base a eso, se realizan estudios cualitativos y cuantitativos para descubrir si es que el uso constante y estratégico de estas son efectivas para posicionar la marca en el mercado. Según la investigación, el posicionamiento de la marca se ve reforzado. Sin embargo, debe ir acompañado de un desarrollo a nivel marca, no solo a través de redes sociales.<br>In this research, I analyze the digital strategies in social networks of or

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Stepanchuk, Tanja. "Optimal pricing strategies how nonlinear programming enables optimal pricing in digital environment." Hamburg Kovač, 2009. http://d-nb.info/1000250164/04.

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Gecer, Gökhan [Verfasser], and Florian [Akademischer Betreuer] Kraus. "Essays on digital marketing strategies: an analytical investigation / Gökhan Gecer ; Betreuer: Florian Kraus." Mannheim : Universitätsbibliothek Mannheim, 2021. http://d-nb.info/1239558236/34.

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Laing, Audrey Frances. "Bookselling culture and consumer behaviour : marketing strategies and responses in traditional and online environments." Thesis, Robert Gordon University, 2008. http://hdl.handle.net/10059/400.

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This research examines the implementation of marketing both by chain and online booksellers, and consumer responses to this marketing and a reading of the current trade press revealed calls for research into consumer wants and needs (Watson, 2002; Holman, 2007; Horner, 2007a). While BML (Book Marketing Limited) carries out a valuable range of research into publishing and bookselling on an ongoing basis, nevertheless, both are relatively new research areas, and bookselling is particularly underdeveloped. It would appear that research in the field of bookselling has yet to be examined in an acad

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Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.

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The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need fo

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Claesson, Amanda, and Albin Jonsson. "The Confusion of Content Marketing : a study to clarify the key dimensions of content marketing." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932.

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Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a reali

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Espinosa, León Juan Pablo. "La relación entre el uso de redes sociales como acción de marketing digital y el Brand Awareness de músicos independientes en jóvenes de 18 a 24 años de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652212.

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Hoy en día, el uso de las redes sociales de manera profesional y las mismas reglas y restricciones que imponen estas plataformas al momento de ofrecer espacios publicitarios en sus webs, hace que el mundo sea competitivo para crecer y hacer un negocio conocido. Esto sucede con los músicos independientes en Lima dado que en su mayoría no cuenta con los recursos necesarios para crear una estrategia que impacte en redes sociales o simplemente no tiene un presupuesto de inversión. El tema investigado consiste en demostrar que el uso óptimo y eficiente de las redes sociales es una estrategia digita

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SILJESTEDT, SANDRA. "Marketing strategies in luxury fashion SMEs : The dream about Mary Katrantzou." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18078.

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Purpose: The purpose of this study is to critically examine the marketing strategy and marketing communication within a luxury fashion SME, the case of Mary Katrantzou. Methodology: This report has been conducted in a qualitative approach and six employees at the case study company have been interviewed. Three of the respondents are a part of the marketing department at the company, two are a part of the sales department and one member of the ecommerce team was interviewed. Moreover the interview approach was semi-structured interviews, and one on one interviews were conducted as well as writt

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Dean, Curtis7. "Social Media Marketing Strategies Used by Owners of Small Retail Businesses." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/6989.

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Implementing an effective social media marketing strategy campaign to engage customers and increase sales is a challenge for owners of small retail business owners The purpose of this multiple case study was to explore the social media marketing strategies owners of small retail businesses used to increase sales. The conceptual framework for this study was the social media marketing strategy theory. Data were collected from 5 small retail business owners in North Carolina through semistructured, face-to-face interviews and a review of company documents, websites, and social media sites. Data a

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Mitsche, Nicole. "Digital destination promotion : understanding and maximizing the use of digital and cultural assets to enhance tourists' decision making and destination marketing strategies." Thesis, University of Sunderland, 2016. http://sure.sunderland.ac.uk/7105/.

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With the overarching research question “how Information and Communication Technologies can be used to support a destination in improving tourists’ information search and decision making through the use of its digital and cultural assets” this thesis connects the three themes of eTourism, destination marketing and heritage tourism through a user-centric approach and the application of innovative technologies. The eight papers provided utilise and investigate the application of technology to improve the effectiveness and promotion of destination marketing and destination marketing organisations

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Chuquilin, Zelada Fiorella Elizabeth. "Acciones de la promoción digital en relación con el proceso de compra de ropa Plus Size en mujeres de 18 a 34 años de NSE B de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652970.

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El presente trabajo de investigación académica está basado en el análisis de las acciones de la promoción digital en relación con el proceso de compra de ropa Plus Size en mujeres de 18 a 34 años de NSE B de Lima Metropolitana. En primer lugar, se dan a conocer cuales son las estrategias SEO y SEM, así mismo detalla cuales son las acciones comprendidas dentro de estas estrategias. Además, se investiga sobre la reacción del target a estas acciones y estímulos. En segundo lugar, se tomó muy en cuenta el análisis del proceso de compra de las mujeres del segmento, descubriéndose que el target pref

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Berlese, Chiara <1997&gt. "IL DIGITAL MARKETING NEL SETTORE VITIVINICOLO: UNA PROPOSTA DI IMPIANTO STRATEGICO." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/20226.

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Durante gli anni mi sono appassionata al settore vitivinicolo e questo forte interesse è cresciuto visitando le varie aziende del trevigiano. Durante le varie esperienze, toccando con mano le cantine, mi sono resa conto di quanto il settore del vino e le persone che ci lavorano siano legati al territorio, alla storia e ai loro clienti. Con l’avvento della pandemia e della trasformazione digitale il pensiero, sempre più presente, era capire quanto di ciò che le cantine trasmettevano attraverso le esperienze era presente online e quanto queste cantine fossero digitalmente aggiornate e pronte ad

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Хоменко, Лілія Миколаївна, Лилия Николаевна Хоменко, Liliia Mykolaivna Khomenko, et al. "Segmentation as a base for digital marketing strategies in blood service: A cluster analysis for classifying healthy regional subjects." Thesis, E3S Web of Conferences, 2021. https://essuir.sumdu.edu.ua/handle/123456789/85467.

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The work aims to analyse the youth by lifestyle and divide it into segments for more effective interaction in advertising campaigns. The object of the study is young people aged from 18 to 35 living in Sumy, Ukraine. It was performed a cluster analysis using the k-means method in the program Statistica 10 to divide into segments. There were selected 5 clusters. The main parameter for segment division is the age and previous experience of donation or its absence. There are also important: types of family, existence of children, the type of employment, the number of far trips for rest. D

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Bojén, Lo, Jessica Janzén, and Jessica Dahlbeck. "Fast fashion-företags marknadsföring av hållbara produkter : En kvalitativ studie avgränsad till digitala kanaler." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23450.

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Samhället står inför stora utmaningar att konsumera hållbart, vilket fast fashion-företag kritiseras för att bidra till. På grund av den ökade medvetenheten i samhället om hållbarhet har dessa företag börjat ta större ansvar för miljön genom att utveckla mer hållbara affärslösningar. I samband med detta kommer dock nya utmaningar, nämligen att nå ut till konsumenter med det bra arbete som görs så att de både blir intresserade av produkterna och påverkas till attkonsumera dessa. Kommunikationen som företag sänder ut har enligt tidigare forskning ansettsbristfällig ur flera aspekter, vilket inne

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Isaacs, Julien(Julien Dylan). "Digital expansionism : exploring the U.S.-China technology dynamic through cybersecurity policy and international marketing strategies in the Cloud Computing Sector." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/122125.

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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2019<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (pages 86-94).<br>The U.S. and China remain largely separated from one another in terms of technological market access, with both sides implementing policy regimes serving as official or unofficial barriers to international trade, especially evident in data-sensitive industries, such as cloud computing. The result is a very low market share for American cloud computing providers in China, and vice-versa. This

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Cozer, Mateus Tavares da Silva. "O projeto delta sob a perspectiva do marketing estratégico: uma abordagem em ambiente de economia digital." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03122006-103714/.

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O objetivo do trabalho é analisar o processo competitivo em ambiente de economia digital sob a ótica do marketing estratégico, fundamentado no Projeto Delta, de Arnoldo C. Hax e Dean L. Wilde II, que examina três posicionamentos estratégicos alternativos. O trabalho focaliza precipuamente um desses processos adaptativos críticos o foco no cliente e se justifica porque amplia a visão do processo estratégico no nível da unidade estratégica de negócios. As duas abordagens exclusivas de conquista de vantagem competitiva propostas por Michael Porter baixo custo ou diferenciação enfatizam, r

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Arestav, Amanda, and Sara Åström. "Bridging the digital and physical worlds : The deployment of augmented reality in a retail setting – a case study on IKEA." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149394.

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Developments in digital marketing are putting pressure on companies to keep up in the rapidly changing market environment. To do so, companies must take proactive steps in identifying new strategies to optimize their customers’ experiences in a digital era of increasing customer demands for online solutions. Among the most promising technological developments is the growth of Augmented Reality (AR) applications. While the future of augmented reality is relatively unknown, its unique attributes of bridging the digital and physical world have gotten investors excited. Yet, the knowledge of how t

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Gasslander, Lina, and Gustav Holmberg. "Integrating digital marketing strategies and efficiency when designing an assembly line with high product variations : A case study performed at Habo Plast AB." Thesis, Jönköping University, JTH, Produktionsutveckling, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-54138.

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The volatile nature of the current market situation forces companies to improve their competitiveness in different ways. An important but unexplored research area is the integration between production marketing and production efficiency. This research area is important as it can assist companies to improve their competitiveness. The integration between digital marketing and production was examined in this study, and to which extent this integration affects the ability to design an effective and flexible assembly line at a case company. An abductive research approach formed the methodology duri

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Ståhl, Emma, and Anna Pettersen. "Marknadsstrategi för lead generation : En studie om digitala marknadsstrategier och dess effekt på marknadsleads." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16989.

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Titel: Marknadsstrategi för lead generation: En studie om digitala marknadsstrategier och dess effekt på marknadsleads Nivå: C-uppsats, kandidatexamen i Företagsekonomi Författare: Anna Pettersen och Emma Ståhl Handledare: PhD Agneta Sundström Examinator: PhD Lars-Johan Åge Datum: 2014-Juni Syfte: Syftet med denna studie är att öka förståelsen för hur företag planerar, tillämpar och utvärderar strategier för di

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Del, Aguila Llaque Maria Gracia, and Andrade Camila Murillo. "El Marketing Digital y su influencia en el posicionamiento del Gran Hotel Continental de la ciudad de Cajamarca durante el año 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653576.

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Esta investigación tiene como objetivo evaluar la influencia del correcto uso de Marketing Digital sobre el posicionamiento del Gran Hotel Continental de Cajamarca. Esta, reúne datos históricos y actuales del establecimiento, para recomendar los canales y estrategias de Marketing Digital adecuados para el hotel. Este establecimiento hotelero de 4 estrellas, lleva operando 16 años en Cajamarca. Su mercado objetivo es principalmente turistas nacionales y extranjeros, además de pequeños grupos corporativos de la región. Este estudio nace por la creciente digitalización de los medios de comu

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Larsson, Anders, and Linus Eriksson. "Kampen om de stora pengarna : En kvalitativ studie om de svenska spelbolagens konkurrenskraft på den föränderliga spelmarknaden." Thesis, Södertörns högskola, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-37879.

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Purpose: The purpose of this study is to map how Swedish gaming companies and their gaming companies work to be competitive in a market characterized by high competition, and which are also facing a change in law. Method: This study has been based on a qualitative approach in the form of four interviews, two of which have been semi-structured personal interviews and two mail interviews. Theoretical Reference Framework: The theories used in this study are pull and push strategies, brand equity, the STP process, corporate acquisitions - strategy and celebrities and fictitious characters in brand

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SEPE, GIORGIA. "Alcuni insight nel definire le strategie di marketing nel settore food & beverage." Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39863.

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Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali co

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SEPE, GIORGIA. "Alcuni insight nel definire le strategie di marketing nel settore food & beverage." Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39863.

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Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali co

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Čížová, Natália. "Marketingová stratégia vybranej firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201100.

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The basic feature of our time is constant change. The world is becoming more globalized, needs and desires of consumers are changing and consumer is changing itself, because he is more informed and has greater purchasing power. Technical and technological progress changes the way we look at the world. Competition strengthens and the way of trading is modernizing. For all these reasons, the marketing strategy is in many ways a necessity for businesses. The diploma thesis is divided into theoretical and analytical part and the main objective is the analysis and proposal of marketing strategy of

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Feťková, Jana. "Digitálna marketingová stratégia." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197637.

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The diploma thesis deals with the digital marketing strategy for the selected company -- a real estate agency called F.O.K., s.r.o. Prešov. The main objective of theoretical part is to analyze and define the most effective ways and means of company's promotion on the Internet with an emphasis on character of the company and the specifics of the real estate market. SOSTAC method is applied to find the most effective planning of the digital marketing strategy. The practical part deals with an optimization of the existing marketing communications and advertising. As a result, the recommendation f

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Comandini, Chiara. "Social Media Marketing: Integrazione dei social network nella strategia aziendale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2018. http://amslaurea.unibo.it/15194/.

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La rivoluzione tecnologica che caratterizza l'era digitale si sta rivelando un fenomeno di massa che ha profondamente modificato il modo di agire e di pensare delle persone. La globalizzazione, l’evoluzione delle tecnologie e la digitalizzazione degli accessi alle informazioni sono i principali fattori che hanno determinato profondi cambiamenti sui mercati, sulle imprese e sui consumatori. Il Web è diventato un elemento fondamentale della quotidianità delle persone, ed è in grado di raggiungere gli individui in qualsiasi luogo o in qualsiasi momento. Nel contesto economico, le tecnologie infor

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Gagetta, Chiara <1996&gt. "E-Commerce e Digital Marketing per il Food& Grocery in Italia. Strumenti e strategie per vendere online: il caso dei microbirrifici artigianali." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/17492.

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Lo sviluppo della rete internet sta rivoluzionando le modalità con le quali clienti e venditori vengono in contatto e instaurano relazioni a lungo termine. In tale contesto, si sta diffondendo l’utilizzo dell’E-Commerce da parte di aziende che desiderano ampliare le proprie opportunità commerciali, ovvero guadagnare nuovi clienti e aumentare i propri ricavi di vendita. Questo elaborato intende analizzare il potenziale dell’E-Commerce B2C per il Food&Grocery, settore in rapida crescita nelle vendite online, offrendo una visione esaustiva del funzionamento dell’E-Commerce. La prima parte prevede

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Mariano, Navarro Mirian Sarita, Romero Denisse Gisselle Quispe, and Campos Alberto Jesús Villar. "Plan de negocio para una consultora de comunicación estratégica DirCom para el sector gastronómico. A Punto Comunicación Estratégica." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/657640.

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El presente plan de negocios sustenta la creación de la agencia de comunicación estratégica A Punto, cuya misión es brindar asesoría a pequeñas y medianas empresas del sector gastronómico, así como a sus dueños y chefs, para potenciar sus marcas y crear planes de comunicación con los cuales destacar en el competitivo mercado de las redes sociales. La pandemia cerró la economía peruana por varios meses y varios sectores económicos pagaron las consecuencias. Junto con el de turismo, el gastronómico fue, no cabe duda, uno de los más golpeados. Sin embargo, esta crisis evidenció también las po

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Kpedor, Dorm. "Personification in Advertising: A Rhetorical Analysis of Digital Video Ads in the Insurance Industry." Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3894.

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Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in thi

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Ames, Orihuela Grazia Nicole. "Gestión de la interacción parasocial de influencers en beneficio de la percepción de marca." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/656561.

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La interacción parasocial es un fenómeno que está presente en las relaciones de la audiencia con los influencers, sin embargo, no es tomada en cuenta en la elaboración de estrategias de marketing con influencers, quienes, hoy en día, cumplen un rol importante en la comunicación de las marcas. El presente trabajo es un estudio cualitativo realizado mediante entrevistas a especialistas en marketing, psicología y comunicaciones que busca profundizar en el conocimiento de la dinámica de la interacción parasocial entre influencers y su audiencia y sus efectos sobre la percepción de marca para deter

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Narvaez, Suárez Fabiola. "La Comunicación Estratégica Externa en la música: Conectando en la era digital." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655766.

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El presente trabajo tiene como objetivo analizar desde un enfoque cualitativo de qué manera los especialistas del sector musical peruano gestionan la comunicación digital en proyectos musicales (solistas o bandas) durante la pandemia. La industria musical ha pasado por diversos cambios y adaptaciones, en la cual la comunicación se ha encargado de mantener aquella cercanía con los seguidores en las distintas etapas. Ante la pandemia del Covid-19, la industria se ha visto afectada y paralizada en todo el mundo, postergando de manera indefinida los grandes festivales y conciertos. Siendo las pres

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Pejchal, Lubomír. "Analýza digitální strategie společnosti Geox S.p.A na německém trhu a návrhy na její zdokonalení." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234404.

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Pochopení digitální transformace společností v segmentu Business-to-Customer, to je hlavní smysl teoretické části této práce. Konkrétně, jak je touto transformací ovlivněno vytváření business modelu a digitální strategie společností v retailovém odvětví. Avšak hlavním účelem práce je ukázat tuto transformaci na příkladu obuvní a oděvnické společnosti Geox S.p.A, konkrétně její dceřiné společnosti Geox Deutschland Gbmh (dále jen Geox). Největší důraz je kladen na dvě oblasti digitální transformace. Prvně, jak mohou být využity on-line kanály a technologie obecně spojené s digitalizací ke zvýšen

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Uherková, Marie. "Komunikační strategie podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319400.

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Mater thesis deals with online marketing and optimization of marketing communication strategy for online job board specialised on remote jobs. The practical part based on theory and analyses of competitors and macro/micro environmental factors focus on short term marketing campaign. This campaign tests reaching the main goal of the strategy by evaluating operative goals. After evaluation of the campaign, there is optimized marketing communication strategy plan.

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GIRALDI, LUCA. "Customer Experience: tecnologie abilitanti in una trasformazione digitale omnicanale." Doctoral thesis, Università Politecnica delle Marche, 2019. http://hdl.handle.net/11566/263084.

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Il mondo del Retail, dalla grande distribuzione fino al commercio al dettaglio, vive oggi una trasformazione digitale che ha completamente rivoluzionato i modi di offerta e di acquisto, nonché le aspettative ed abitudini dei clienti. Le aziende non vendono più solo un prodotto, ma un’esperienza completa (customer experience), coinvolgente, personalizzata, capace di adattarsi alle esigenze del cliente e rispondere ai suoi desideri. Tale esperienza si snoda attraverso un complesso percorso di interazioni tra il cliente e il brand su diversi canali, dai social media, ai siti web, ai negozi fisici

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Weijsenburg, Helena, and Denisse Morales. "Strategier och kanaler vid marknadsföring för fysiska researrangörer och traditionella resebyråer." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-25004.

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The tourism industry in Sweden has expanded in recent years and the increasing industry has meant that customers are in need of a reseller for their trips abroad. Today there are three types of retailers available. These are : Traditional travel agencies , tour operators and online travel agencies. Online Travel agencies are the most modern online option for customers. Their existence has made it easier for the customer and reservation can be made anytime and anywhere. The competition has intensified between the three retailers and the traditional alternatives must find new ways to survive. Th

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Luttrup, Julia, Maria Boo, and Louise Carlsson. "Syns du finns du? : En studie över användningen av SEO, PPC och sociala medier som strategiska kommunikationsverktyg i svenska företag." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-8376.

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FORLEO, GIANROBERTO. "Digital AgriFood – Conversazioni online e Big Data per lo sviluppo della comunicazione strategica e progettuale del sistema produttivo marchigiano. Abstract." Doctoral thesis, Urbino, 2023. https://hdl.handle.net/11576/2710331.

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Butery, Laurent. "Centres commerçants urbains et cross-canalité : perspectives théoriques et enjeux pratiques." Thesis, Paris 1, 2016. http://www.theses.fr/2016PA01E079.

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Ce travail doctoral est né à l’occasion d’une recherche sur la prospective du commerce urbain réalisée avec le soutien de la Direction Générale Adjointe chargée de l’Appui aux Entreprises de la CCI Paris Ile de France (Badot, Lemoine et Butery, 2013). Les rencontres avec les experts en charge du commerce nous ont révélé l’importance des transformations du secteur marchand impacté par l’arrivée du digital, les peurs et les freins qui en résultent, notamment lorsqu’il s’agit de mettre en œuvre ces nouveaux dispositifs de vente cross-canal<br>No English summary available

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Silva, Bruno Reis Moniz da. "Marketing Digital." Master's thesis, Universidade Europeia - Laureate International Universities, 2015. http://hdl.handle.net/10400.26/9633.

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O Marketing Digital é uma plataforma de comunicação digital que permite as empresas promover produtos, serviços e marcas, assim como conquistar novos clientes e melhorar a sua rede de relacionamentos. O presente estudo tem como objectivo caracterizar o Marketing Digital em Angola, assim como descrever as áreas relacionadas e estratégias adoptadas. Recorreu-‐se à pesquisa qualitativa, devido ao seu carácter descritivo e exploratório. Como método de investigação optou-‐se pela realização de estudos de casos referentes a empresas de diferentes sectores em Angola. Com base na literatura relac

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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.

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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and pr

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Ashford, Philip. "Newspaper marketing strategies." Thesis, Massachusetts Institute of Technology, 1991. http://hdl.handle.net/1721.1/13310.

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Thesis (M.S.)--Massachusetts Institute of Technology, Sloan School of Management, 1991.<br>Title as it appears in the June, 1991 M.I.T. Graduate List: Newspaper pricing strategies.<br>Includes bibliographical references (leaves 39-40).<br>by Philip Ashford.<br>M.S.

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Bernetière, Camille. "L’introduction d'outils numériques dans les offices de tourisme : Énonciations spatiales et pratiques des conseillers." Thesis, Avignon, 2016. http://www.theses.fr/2016AVIG1164/document.

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L’émergence d’un contexte concurrentiel fort entre les destinations amène les offices de tourisme à se démarquer pour gagner leur place de dispositifs communicationnels d’informations touristiques. Ce mémoire de thèse défend l’idée que les stratégies spatio-communicationnelles mises en œuvre au sein des offices de tourisme équipés d’outils numériques jouent un rôle déterminant sur les pratiques des conseillers en séjour. Ces stratégies mettent en scène dans l’espace les quatre composants fondamentaux d’un office de tourisme : le territoire, le savoir, la relation aux usagers et les outils numé

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Rodrigues, Dalvia Nair da Silva. "The influence of digital marketing strategies on recruitment effectiveness." Master's thesis, 2018. http://hdl.handle.net/10362/39291.

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The present study was set to incorporate marketing insights into a well-known HRM subject – recruitment –, unfolding how different digital marketing strategies influence recruitment effectiveness. More specifically, it focused on understanding if, and how, information sources’ credibility, content marketing and organizational reputation influence candidates’ decision to apply for a job on the Portuguese market. A qualitative research, aligned with a content analysis, was conducted to focus on the insights from participants’ thoughts and experiences regarding the subject. The provided results o

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Wen, Hung-En, and 溫鴻恩. "The Central News Agency digital marketing strategies of News." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/32386041731608490548.

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碩士<br>佛光大學<br>傳播學系<br>103<br>Out of the tradition into the digital era, about to enter the 90-year-old CNA, feeds from the traditional pen and paper technology era, the evolution of a computer to transmit news stories, becoming the first move towards digital news media marketing foundation for digitization. From the information provided by traditional news agency, the Central News Agency digitization service transformation, integration of various IT products, hoping to develop more information-oriented convergence influential media, and a lot of information to meet the needs of the majori

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趙良正. "Game Theory Based Marketing Strategies of Digital Video Services." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/82769634032019777147.

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碩士<br>國立交通大學<br>管理學院碩士在職專班資訊管理組<br>96<br>The purpose of this study is to help put into perspective what is going on in this underdeveloped market and opefully help give entrepreneurs some foresight into what is likely to happen in the future. Using the same theoretical analysis as is used in the Game Theory, this article will raise various points that will help entrepreneurs develop proper strategies for their business. After analyzing Game Theory and applying it to the business management, four management models, considered appropriate to the application on the digital content market, each

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Silva, André Filipe Lopes Simões. "InWebSolutions." Master's thesis, 2017. http://hdl.handle.net/10400.26/22921.

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No âmbito do Mestrado em Comunicação e Marketing, na vertente de Gestão de Marketing, na Escola Superior de Educação de Coimbra, em parceria com a Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, foi realizado o Estágio Curricular na empresa InWebSolutions, especializa em Marketing Digital e Formação. De modo a cumprir o objetivo do trabalho, a finalidade deste relatório/ projeto prende-se à contrução de uma ferramenta matricial com base nas estratégias de Marketing Digital, medindo a forma como as empresas podem implementar técnicas estratégicas de Marketing em formato O

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Sokol, Dominika. "Developing Marketing Strategies for dLIST and the LIS Commons." 2007. http://hdl.handle.net/10150/105096.

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This paper, accompanied by a short workshop, introduces the development of marketing tools and strategies used to promote the LIS Commons and its basic infrastructure provided by dLIST. dLIST (http://dlist.sir.arizona.edu) â Digital Library of Information Science and Technology â was established at the University of Arizona in Tucson in 2002 as a cross-institutional, subject-based, open access digital archive for the Information Sciences, including Archives and Records Management, Library and Information Science, Information Systems, Museum Informatics, and other critical information infra

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Kuan, Audrey, and 官欣雨. "Planning Intellectual Property for Marketing Strategies in the Digital Content Industry." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/82055075334946990920.

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碩士<br>國立政治大學<br>智慧財產研究所<br>94<br>New Technologies and hypercompetitive market environments have motivated industries and innovators to understand the crucial importance of intellectual property rights. The value and quality of intellectual property is achieved through the use of intellectual property combined with marketing strategies on a worldwide scale. Therefore, it is vital that the role of intellectual property in marketing is sufficiently understood. However, most people are still not aware of the relevant problems. One problem is that the subject of planning intellectual property as a

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