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Relevant bibliographies by topics / Marketing; Integrated Marketing Communications; Integrated Marketing Communications strategy / Dissertations / Theses

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Dissertations / Theses on the topic 'Marketing; Integrated Marketing Communications; Integrated Marketing Communications strategy'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.

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<p>This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience</p>

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Shahzad, Umer, and Muhammad Azeem. "Brand Awareness among Customers : A case study of ICA-Kvantum." Thesis, Högskolan Dalarna, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:du-5993.

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This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of manager

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Krátký, Ondřej. "Strategické plánování v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10606.

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Today, everybody is subject to plenty of communication messages. Because of this situation firms' task becomes more difficult in finding new ways of contact with their customers. That is to say that current communication channels are glutted. This diploma thesis argues an origin of a successful communication strategy, the reason for growing importance of strategic planning and also how the communication strategy fits into a hierarchy of company processes. This thesis also contains a more detailed analysis of Integrated Marketing Communications concept (IMC) as a means of effective communicatio

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Martin, Ashley N. "The interaction of message content, media sequence, and product involvement: an examination of intended message content sequences across a two-channel strategic IMC effort." Thesis, Kansas State University, 2014. http://hdl.handle.net/2097/18705.

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Master of Science<br>Department of Journalism and Mass Communications<br>Curtis Matthews<br>Integrated marketing communications strategies are being utilized more and more by practitioners who wish to reach their audiences in different ways at different times. However, the omnipresence that results from these multi-channel campaigns presents a new challenge for marketers, as their message and channel sequences may or may not be experienced in the order intended. Past literature has shown that both message order and channel sequence do matter. However, existing literature has not examined inten

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Сагер, Людмила Юріївна, Людмила Юрьевна Сагер, Liudmyla Yuriivna Saher, Алла Миколаївна Дядечко, Алла Николаевна Дядечко, and Alla Mykolaivna Diadechko. "Integrated marketing communications: theoretical bases." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/16300.

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Hobson, Paula Lee. "Integrated marketing communications at community colleges." abstract and full text PDF (free order & download UNR users only), 2008. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1453583.

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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.

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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation

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Bronkhorst, N. J. "Developing an integrated marketing communication strategy for the MGK Group." Thesis, Stellenbosch : Stellenbosch University, 2010. http://hdl.handle.net/10019.1/80495.

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Thesis (MBA)--Stellenbosch University, 2010.<br>ENGLISH ABSTRACT: The Marketing of Agricultural Products Act 47 (No 47 if 1996) led to the dilution of single-channel marketing in the agricultural sector. Hence, marketing boards such as the Maize Board were dismantled. New legislation forced agricultural businesses to adapt to the changing environment and turn co-operatives into companies. The new developments also implied that these companies had to reposition themselves to be more competitive in a deregulated market. MGK Group Operating Company Pty (Ltd) is a prominent role player in the agr

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Thorbecke, Lysa, and thomas Britos. "Online communications in tour operators marketing strategies : A case study on how and why do tour operators integrate online communication in their marketing strategies." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29412.

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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.

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Amerian, Irsa, and Natallia Pisareva. "Integrating Social Media into the Marketing Communication Strategy : The Case of ID24." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18314.

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Problem: Integration of social media tools in marketing practice of B2B companies is not a widespread phenomenon yet. However, particular patterns of involvement already exist. Companies get connected through social media and they use Web 2.0 tools to engage the customers in communication and to interact and build relationships with them. Purpose: The overall purpose of this thesis is to deepen and broaden the knowledge of the application of social media into the communication strategy of B2B micro-firms. It aims to compare the integration of social media in direct and indirect, or through

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Camano, Javier. "Integrated Marketing Communications: Branding Plan for Medicare y Mucho Mas." BYU ScholarsArchive, 2006. https://scholarsarchive.byu.edu/etd/472.

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The purpose of this paper is to explain the appropriate and effective use of branding as a vital part of the communication process of an organization. In addition, this project will help identify issues to improve enthusiasm for the use of the brand, help managers become aware of brand loyalty, and show how to measure the effectiveness of the brand.

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Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.

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Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis consists of an introductory section and five papers. The first pa

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Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.

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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketin

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Elgh, Johan, and Felix Nyberg-Åslund. "Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119149.

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This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. The purpose of this thesis was therefore determined to be to explore what and how different factors influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of inter

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Burgmann, Inga. "Integrated marketing communications : implementation and application issues in consumer-focused companies." Thesis, University of Hull, 2007. http://hydra.hull.ac.uk/resources/hull:6742.

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This thesis addresses the implementation and application of integrated marketing communications (hereinafter referred to as 'IMC'). The thesis is located within the field of marketing communications and focuses on IMC perceptions and practices within large global and national companies located in the UK and Germany. The aim of this thesis is to understand how and to what extent IMC has developed and is practiced in the selected firms. This study takes the perspective that IMC can only be understood via social actors i. e. via marketing and communication practitioners - including brand managers

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Pulver, Megan Le'Ann, Ruben Bravo Castano, Lacie Boyett, et al. "Unicef's Tap Project & Nintendo: Integrated Marketing: Communications Plans for Executive Presentation." Thesis, The University of Arizona, 2011. http://hdl.handle.net/10150/144921.

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Rashid, Paola. "Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-226901.

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Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of da

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Niemann, Ilse. "Strategic integrated communication implementation towards a South African conceptual model /." Thesis, Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-10062005-100746.

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Kerr, Gayle. "Consistency and integrated marketing communication : an exploratory study." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36301/1/36301_Kerr_1997.pdf.

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This study explores the role of consistency in IMC and ways in which it can be measured. A contribution to the emerging area of IMC is made by drawing on the experiences of marketing communication practitioners in relation to their perceptions of consistency in the practice of IMC. The initial exploratory research in the form of focus groups was expanded upon through a series of in-depth interviews which elaborated on attitudes towards consistency, measurement and IMC. The literature review in Chapter 2 summarises key data from the fields of advertising, public relations, direct response, sa

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Tuominen, Pasi Petteri. "Integrated marketing communications and brand tribalism in a postmodern hospitality reputation management process." Thesis, University of Hertfordshire, 2013. http://hdl.handle.net/2299/10060.

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Internet and Social Networking Services have made accessing information as easy as lifting a finger and consumer can easily ‘Google’ the cheapest airlines, find reviews and opinions online or look up the restaurant whose name was on the tip of their tongue (Sparrow et al., 2011). Organisations must focus on developing methods of reaching and servicing customers that appeal to a new generation and utilise the advantages of new media (Moutinho et al., 2011). Social networking services, (mobile) websites, location-based services, and group bargaining are among the most recent forms of brand build

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Timokhina, Y. A. "Upgrade of integrated marketing : communications tо promote thе "SSU management of innovative activity"". Thesis, Сумський державний університет, 2012. http://essuir.sumdu.edu.ua/handle/123456789/28784.

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Barreto, Rita Gomes da Silva. "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação integrada de marketing para a academia de formação ATEC." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10807.

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Mestrado em Marketing<br>A comunicação integrada de marketing tem-se tornada cada vez mais essencial para as organizações. O mercado mudou drasticamente e o processo pelo qual se promove e comunica com o consumidor também. Assim, a integração das diversas áreas tornou-se inevitável. (Schultz, 1996) O objectivo deste trabalho foi a elaboração de um plano de Comunicação Integrada de Marketing (daqui em diante designado como plano de CIM), para a academia de formação ATEC, no sentido de responder às suas necessidades de comunicação. O estudo qualitativo que se realizou teve a action research co

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Roeck, Hansen Maria. "CSR from a strategic perspective : - How Swedbank can develop stakeholder confidence and valueMBA-thesis in marketing - MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6267.

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<p><strong>Aim: </strong><em>Problem background -</em><strong> </strong>CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business.<strong> </strong></p><p><em>Research issue -</em><strong> </strong>How can Swedbank increase stakeholder confidence and value?<strong> </strong></p><p><em>De

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Ågren, Maria, and Martina Ölund. "Storytelling : A Study of Marketing Communication in the Hospitality Industry." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-897.

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<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 academi

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Radil, Lukáš. "Komunikační strategie ve firmě." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15401.

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Application-oriented work on the theme "Communication strategies in the company" is solving problems with corporate communications solution in companies. It is a reaction to the ever-present poor and nonconceptual marketing communication whether it's a small or large firm. The aim of this work is to provide an overview of communication tools and to show on concrete company, that for the formation of functional integrated commercial communication is not always required expensive advertising agency. The theoretical section summarizes the essence of communication strategy and business planning pr

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Grandič, Tomáš. "Komunikační strategie firmy Racio, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223436.

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The theme of my Master‘s Thesis called “Communicational Strategy of the company Racio” is the analysis of marketing communication in the company Racio. First part deals with the theoretical solution of process of marketing communication. In the second part I try to assess strengths, weaknesses, opportunities and threats of the company by the help of used analyses. In the last part of Master Thesis I try to propose new communication strategy that will be able to avoid some of weaknesses and threats for the company.

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Benkahla, Shawn M. "A study of the history and use of integrated marketing communications within publications from 1991-2005." Morgantown, W. Va. : [West Virginia University Libraries], 2006. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=4577.

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Thesis (M.S.)--West Virginia University, 2006.<br>Title from document title page. Document formatted into pages; contains iii, 39 p. : ill. Includes abstract. Includes bibliographical references (p. 35-39).

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Micu, Anca Cristina. "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4168.

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Thesis (Ph.D.)--University of Missouri-Columbia, 2005.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file viewed on (January 25, 2007) Vita. Includes bibliographical references.

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Ghauri, Muhammad Taimoor Khan, and Muhammad Faraz Maqsood. "Incorporating Social Media into Integrated Marketing Communications of an organization : The Case of Warid Telecom, Pakistan." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5352.

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Garcia, Catarina Santos Silva. "Plano de comunicação integrada de marketing para a empresa Lush Fresh Handmade Cosmetics." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11250.

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Mestrado em Marketing<br>A comunicação integrada de marketing (CIM) "ajuda as empresas a encontrarem novas formas de contacto com os consumidores com uma mensagem coerente e a construírem relações de longo prazo com os mesmos" (Clow e Baack, 2012, p. 35). Este projeto visa a elaboração de um plano de CIM para a multinacional LUSH fresh handmade cosmetics, tendo como objetivos principais aumentar a sua notoriedade e visibilidade em Portugal. As áreas de atuação utilizadas para concretizar esses objetivos centram-se sobretudo na comunicação online, comunicação de produto, experience marketing, p

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Trindade, Maria João da Conceição Alves. "Comunicação integrada de marketing: plano de comunicação para a empresa Evicar." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/4339.

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Mestrado em Marketing<br>O objectivo deste projecto é desenvolver um Plano de Comunicação Integrada de Marketing para o Grupo Evicar, especificamente para o seu projecto Evitrucks, distribuidor e reparador da marca DAF em Portugal. Adoptou-se o modelo conceptual de Clow e Baack (2007) para o desenvolvimento deste plano. Os objectivos do plano são a fidelização dos seus públicos-alvo, melhorar a imagem da marca e aumentar a notoriedade e a credibilidade da empresa, dos seus produtos e/ou serviços, no sentido de contribuir para um aumento das vendas, o desenvolvimento de uma boa relação com os ó

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Grannesberger, Robin, and Natalie Petersson. "Event Marketing som Marknadsinstrument : En fallstudie om Skanska." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-8085.

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<p>As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately ha

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Gonçalves, Vitor Domingos de Lima. "Plano de comunicação integrada de marketing para a Agência de Social Media : Rally." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7989.

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Mestrado em Marketing<br>O desenvolvimento de um plano de comunicação integrada de marketing permite a consolidação estratégica do modo como as organizações se expressam no dia-a-dia e caminham para atingir os seus objetivos. No mercado industrial, o modo como esta comunicação é desenvolvida acarreta cuidados alinhados às características inerentes do meio ambiente. Assim, a identidade de uma organização deve estar presente na uniformização de todas as ações desenvolvidas. Este projeto incide não só numa atividade industrial, mas também em social media que garante, por si só, constantes evoluçõ

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Chen, Wen-kuang, and 陳文廣. "Unique Satellite Television Integrated Marketing Communications strategy research." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/87840231358100669337.

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碩士<br>世新大學<br>新聞學研究所(含碩專班)<br>94<br>The cable TV media has been rapidly changed, therefore, the marketing strategy turned from the integrated ways, the traditional 4Ps--product, place, price and promotion to 4Cs (consumer, cost, convenience, communications), that is, taking the audience as the operational focal by ‘understanding consumers’ demand and their willingness to pay’, and ‘communication with the consumer’ as well as ‘pondering the convenience for consumer to purchase.’ This kind of Integrated Marketing Communications concept has already gradually utilized in the domestic media marketi

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Mazek, Katarzuna. "Integrated communications strategy for mylabel." Master's thesis, 2015. http://hdl.handle.net/10362/15680.

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Integrated Communication Strategy for MyLabel Following paper presents Integrated Communication Strategy for Continente’s private label brand of cosmetics MyLabel. The main purpose of the project is to position MyLabel as venture brand which will gain strong market position in order to compete with the manufacturer brands. Therefore, based on the created brand equity model for the venture cosmetic brand, MyLabel will be approached from the branding perspective in order to improve perceived quality and consecutively, build brand recognition and credibility. In this respect, integrated communic

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Liu, Hua-Ming, and 劉樺明. "Effectiveness of Integrated Marketing Communications Strategy for Prescription Drugs - Viewpoint of Physicians." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/67147738384248028135.

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碩士<br>國立中興大學<br>高階經理人碩士在職專班<br>103<br>With the advent of an aging society, people increasingly demand for the health care and medical treatment and require better quality of life relatively, and this trend indirectly promotes the vigorous development of the pharmaceutical market. In which prescription drugs alone accounted for eighty percent of the global pharmaceutical markets. All major pharmaceutical companies were consequently covetous of these big opportunities and made the market of prescription drugs to be such a competitive battleground. Moreover, the Taiwan prescription drugs are main

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Shen, I.-Jung, and 沈宜蓉. "A study of Integrated Marketing Communications Strategy of Popular Music Market in Taiwan." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/37061565097863384673.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>93<br>The popular(pop) music is very closed to young students' life. By means of the channels of communication, the pop music can be spread anywhere. However, the appearance of MP3 platform and pirates behavior affect the whole market environment. Under the tide of globalization and industrial centralization, local record companies adopt the management model from multinational corporations -- high advertisement. In addition to high advertisement, pop music also has short and highly uncertainly product life cycle. Therefore, how to maximum the disseminative effe

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Pereira, Carolina Maria de Bessa Freixo e. "Integrated marketing communications : suitability in B2B markets : the case of the brand DaTerra." Master's thesis, 2016. http://hdl.handle.net/10400.14/21659.

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As it is often said: “If you don’t see it, it doesn’t exist”. In this sense, the relevant choice of promotion tools has gained importance as a differentiating instrument for companies, in order to become popular and acquire a solid degree of reputation and status. Being the choice of more relational communication tools quite common among business markets, it is starting to be questioned if the use of those tools is sufficient alone or, if it is reasonable for business actors to reach out to other communication instruments typically used in consumer markets. This dissertation focuses, firstly,

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Yu, Hsuan-Ying, and 余宣瑩. "A study of Taiwan International Tourism strategy---「Doubling Tourist Arrivals Plan」:An Integrated Marketing Communications perspective." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/68966560840295290405.

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碩士<br>淡江大學<br>大眾傳播學系碩士班<br>95<br>In an increasing competitive global tourism market, a strong tourism strategy has a key role to confront marketing challenges. Tourism marketing communicates clear and “one voice” marketing messages to consumers by integrating useful media tools. Tourism marketing strategy is a long-term planning, so the marketing organization should improve marketing planning with the market circumstance. 　　Nowadays, the concepts of IMC have become the mainstream of the marketing literatures. IMC combines and integrates different elements of the communications mix. IMC strate

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Tu, Yen-Tzu, and 涂晏慈. "Application of integrated marketing communications strategy and benefit analysis in hospital management- A sample from medical center." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/30847708288479939984.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>100<br>Taiwan is heading to enhance the medical technology as well as medical management standards, therefore, medical institutes nationwide plunge pools focus on the needs of the medical environment and the importance of the spread of health care marketing. In the ever-changing environment of health care services, more attention is paid on establishment of the medical profession and trust. This trend leads to that medical institutes have to adopt the concept of social marketing in order to realize the health care needs of the community people, and then adjust t

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Pan, Yu-Chih, and 潘玉芝. "The Research of Business Strategy and Integrated Marketing Communications For Taiwan Domestic Airlines–A Case Study of TransAsia Airways." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/14932717035792176583.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>94<br>Abstract The development of the domestic aviation transportation in Taiwan was very slowly before 1970s’. With economic growth, it speeded up in 1970s’. The insufficiency of inter-city transportation system made the civil aviation market show it’s prosperity after mid 1980s’, with the government’s policy of Sky-Opening, the time value’s changing from the public, and expectation of cross-straits civil aviation market from the businessmen. However, in accordance with the improvement of the inter-city transportation, economic growth slowly, aviation market t

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Wen-ChiaoSu and 蘇紋巧. "A Case Study on the IMC (Integrated Marketing Communications) and the Brand Strategy Practiced by Taiwan’s Health Food (dietary supplement) Industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/72739222185758362417.

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碩士<br>國立成功大學<br>企業管理學系專班<br>98<br>The integrated marketing communication (IMC) was enthusiastically discussed and practiced by the marketing academia and the industries ever since 1990’s. The marketing promotions by many advertising firms and companies that sell consumer products often stressed the importance and applicability of integrated marketing or IMC. The most visible benefits of IMC are the creation of good brand images and the achievement of sales targets. IMC is not only a method of business planning and a mode of thinking, but it’s also system of successfully implementing the strat

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Carolino, Francisca Maria Castro Lopes Rodrigues. "A comunicação integrada de marketing : um novo sentido para a comunicação da Maria Papoila." Master's thesis, 2014. http://hdl.handle.net/10400.14/15261.

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Na sociedade actual, caracterizada por mercados competitivos, por excesso de oferta relativamente à procura, e por uma sobrecarga da informação em circulação e dos estímulos comunicacionais, o papel da comunicação torna-se decisivo e imprescindível, pelo que qualquer marca lhe deveria dedicar tempo e dinheiro. Num panorama mediático multiplataforma e multitarefa, a uniformização de regras, comunicação e valores são também preocupações a ter em conta por forma a garantir a coerência em todas as peças de comunicação. Este relatório debruça-se sobre a exploração do conceito de comunicação

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LI, DING, and 丁立. "Recruitment sites of Integrated Marketing Communication Strategy." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/33941031353824016347.

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碩士<br>中國文化大學<br>新聞研究所<br>98<br>Arrival of cybertimes, because popularization its take and person who live, influence enterprise seek talents with change , job hunter of application way, utilize manpower intermediary website divided by let enterprise can is it ask source just to expand, let job hunter can through intermediary website fast convenient to browse through numerous duty of enterprise scarce manpower too, under this development, demand and proportion used present the growth by a wide margin . Just enterprises and job hunter favor in order to be asked, can see intermediary's websites o

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Padrão, Inês Maria Martinho. "Integrated marketing communications for guava." Master's thesis, 2018. http://hdl.handle.net/10362/38121.

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The following paper presents an Integrated Marketing Communications campaign for the brand Guava, which was recently restructured to pursue an online approach. The main purpose of the project is to increase Guava’s brand awareness and recognition worldwide. Therefore, based on an analysis of the current marketing strategy of the brand and research of the industry and how companies are approaching its online consumers, a campaign was elaborated so as to build brand recognition and credibility.

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Lin, I. Piao, and 林宜標. "Allied strategy of integrated marketing communication in exhibitions." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/95436648305417677408.

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碩士<br>國立政治大學<br>經營管理碩士學程(EMBA)<br>97<br>The large-scaled cultural exhibition market in Taiwan has enjoyed a boom since the 1990’s. Successful mega exhibitions lasting three months in average require the investment of large amount of manpower, funds and promotion. Usually, the public museums own the know-how to plan and execute cultural exhibitions. However, public museums in Taiwan have failed to hold these events due to the lack of budget and channels of promotion. One specific phenomenon has appeared -the media involvement. Print media with two advantages- sufficient funds and promotion tool

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Lee, Hsin-Lin, and 李欣霖. "The integrated marketing communication strategy of heavy metal music." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/16224726108243826496.

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碩士<br>國立臺灣大學<br>國際企業學研究所<br>93<br>This paper attempted to combine the newly-rising concept of marketing in the 90s—the strategy of integrated marketing communication and heavy metal music. The researcher expected to construct a systematic model which can comply with the marketing of music industry. Initially, the researcher employed the analysis of literature and historical structural analysis to generalize the diffusion pattern of American heavy metal music. With the profound interview with Rock Empire Music and Universal Music, the researcher further access to the production and marketing pr

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CHEN, YI-LING, and 陳怡伶. "A Study on Integrated Marketing Communication Strategy of McDonald's McCafé." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/2hfzgt.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>107<br>"Drinking coffee" is a foreign culture. In the past, the Taiwanese coffee market was a double-track of high-priced luxury goods and flat price canned coffee. Until the introduction of Starbucks, “medium price coffee” began to flourish. Then the coffee shops in various price ranges have sprung up into people's lives, and now the market scale has reached 75 billion NTD per year. In Taiwan, McDonald's has launched its sub-brand McCafé for more than 10 years, but it has not been regarded as an independent brand before 2015. In addition, McDonald's itself has

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Huang, Hsiao-Chuan, and 黃筱娟. "Exploring organizational adaptation for implementing integrated marketing communications： A case study of the corporations with high-level integrated marketing communications." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/49587984795483646133.

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HUANG, CHUNG-HSUAN, and 黃仲萱. "A Comparative Study of Assessing Integrated Marketing Communications." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/71995093940517010848.

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碩士<br>國立臺南大學<br>經營與管理學系科技管理碩士班<br>105<br>The research area of Integrated Marketing Communications (IMC) has started from Don E. Schultz and some professors in USA in 1990. There are some references to show the importance of IMC. The past references related IMC are using quantitative methods more often. Social media has been used as an important media to do IMC program recently. The purpose of this study is to examine how social media will influence IMC through the six dimensions (Awareness integration, Image integration, Database integration, Consumer integration, Stakeholders integration and

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