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Dissertations / Theses on the topic 'Profitability of marketing communications'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

Бірштейн, Є. О. "Шляхи удосконалення діяльності КП «Туристично-інформаційний центр міста Одеси» з організації послуг культурного туризму". Thesis, Одеський національний економічний університет, 2021. http://local.lib/diploma/Birstein.pdf.

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Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижче<br>У роботі розглядаються науково-теоретичні підходи щодо надання послуг культурного туризму. Проведено аналіз господарської діяльності та організаційної структури, стану комунікаційної політики комунального підприємства «ТІЦ міста Одеси». За результами маркетингового дослідження ринку споживачів туристичних послуг, розроблено програма туру культурного туризму для іноземних туристів за маршрутом Варшава – Одеса – Варшава, за прямим авіарейсом компанії «LOT Polish Airlines». В роботі проведено економ

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Shahzad, Aamer, and Syed Nadeem Hussain Shah. "If and how environmental friendliness be a profitable marketing strategy in the current recession? : Comparative study on management’s perspectives at two food retailers’ in Sweden." Thesis, Mälardalens högskola, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9834.

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Abstract Date: 2010-05-28 Authors: Aamer Shahzad & Syed Nadeem Hussain Shah. Advisor: Mr. Konstantin Lampou Program: M.S. International Marketing Title: If and how environmental friendliness be a profitable marketing strategy in the current recession? A comparative study on managements’ perspectives at two food retailers in Sweden. Problem: During the current recession, consumers are not as much willing to pay more for green but expensive products as were in the past. However, despite this changing consumer attitude, food retailers in Sweden claim their marketing strategy as enviro

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Шкурупская, И. А., І. О. Шкурупська та I. Shkurupskaya. "Интегрированные маркетинговые коммуникации предприятий на рынке гелиоэнергетического оборудования". Diss., Одесский национальный экономический университет, 2014. http://dspace.oneu.edu.ua/jspui/handle/123456789/3723.

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Диссертация посвящена обоснованию научно-методических положений формирования интегрированных маркетинговых коммуникаций (ИМК) на предприятиях рынка гелиоэнергетического оборудования. В результате исследования теоретических подходов основ концепции интегрированных маркетинговых коммуникаций предложено уточнение предмета ИМК, сделан акцент на бинарности их происхождения (реальной и виртуальной), а также на триединой цели применения ИМК предприятием. Для оценки эффективности ИМК автором разработана стратегическая карта в рамках системы сбалансированных показателей (ССП), которая учитывает специфи

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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and A. N. Zholudeva. "Marketing communications." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/18327.

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Marketing communications is defined by actions a firm takes to communicate with end-users, consumers and external parties. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/18327

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Jenkins, Wanda Y. "Marketing Strategies for Profitability in Small Independent Restaurants." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1407.

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The restaurant industry is the second largest employer in the United States; however, only 33% of restaurants are successful during the first 3 years of operation. The purpose of this exploratory multiple case study was to determine what marketing strategies small independent restaurant owners need for profitability. Aaker's brand equity model was the conceptual framework used to ground this study. Using a purposeful criterion sampling technique and semistructured interviews, 12 individuals (2 managers and 2 employees from 3 restaurants in Philadelphia) participated in the study. Data collecte

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KJELIN, MARIA, and EMELIE ÖSTLUND. "Hur ska klädexponeringen se ut i den perfekta webbshoppen?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20694.

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I dagens samhälle handlar det om att vara så effektiv som möjligt för att vinna tid. Som Benjamin Franklin en gång sa att ”Tid är pengar”, är något som vi människor allt mer tagit fasta på då vi ställer höga krav på utvecklingen och dess teniska förmågor. Idag har de flesta människor tillgång till en dator med internetuppkoppling som vi dagligen utför sysslor vid. Det kan vara allt ifrån jobbrelaterade aktiviteter, hålla kontakten med nära och kära, söka information om vad som händer i världen och i vår omgivning, till mer nöjesinriktade delar såsom online spel och shopping. Just shopping via

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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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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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9

Aspa, Jukka Kimmo Antero. "Celebrity endorsement in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10838.

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This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.

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Ogorelkova, Elena. "New trends in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10839.

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The goal of this thesis is to analyze new trends in marketing communications that appeared in response to major world changes happening recently, understand the reason and consequences of these changes on business environment in order companies could perform well in modern world. My work is concentrating on the analysis of recent and dramatic changes in a way marketers are communicating to consumers and it could be useful to any professional that deals with creation and performing marketing campaigns. The relation between marketing communications techniques and consumers' behavior will be show

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Клюс, І. Г. "Інноваційні методи стимулювання попиту у сфері туризму (на прикладі туристичного агентства «Джоін Ап!»)". Thesis, Одеський національний економічний університет, 2021. http://local.lib/diploma/Klyus.pdf.

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Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижче<br>У роботі розглядаються теоретичні аспекти інноваційної діяльності у сфері туристичного маркетингу на підприємстві. Висвітлено сутність та типи інноваційної діяльності в процесі ринкового просування туристичних продуктів. Проаналізовано ДПТ як засіб ефективного збуту та комунікації із споживачами. Надано загальну характеристику туристичного агентства у складі мережі «Джоін Ап!». Проаналізовано фінансову-господарську діяльність туристичного агентства «Джоін Ап!» за 2018-2020 роки та його систему ма

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ZHANG, Xi. "Improving the profitability of direct marketing : a quantile regression approach." Digital Commons @ Lingnan University, 2009. https://commons.ln.edu.hk/mkt_etd/5.

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Direct marketing is to target consumers who are most likely to respond. A number of target selection methods have been employed to select potential customers. These methods either only consider the customer response probability and ignore the profit issue or assume that the estimates of profit are homogenous across customers when considering the expected amount of profit. Furthermore, the traditional analytical techniques based on ordinary least squares (OLS) regression, which focus on the average customer, cannot examine the differences of various customer groups or account for customer heter

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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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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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Thomas-Ogboja, Olayinka. "Using eCommerce to Improve Product Marketing and Profitability in Nigeria." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5137.

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Small and medium enterprises in Nigeria rarely use eCommerce, which has led to lagging market shares and profitability compared to firms in other countries that use eCommerce. Approximately 90% of boutique fashion businesses shut down their businesses due to the inability to operate outside their business location. The social exchange theory was used in this multiple case study to explore how some small business owners in the boutique fashion industry use eCommerce to improve product marketing and profitability in Nigeria. The target population for this study was 5 fashion boutique owners base

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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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Ryals, Lynette. "The total value of the customer and targeted marketing strategies." Thesis, Cranfield University, 2002. http://dspace.lib.cranfield.ac.uk/handle/1826/10618.

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The literature shows some recent calls for an end to 'unaccountable' marketing (Rust et al., 2001; Sheth and Sharma, 2001) and the use of customer lifetime value as an appropriate marketing metric (Rust et al., 2001). Some commentators recommend the application of shareholder value measures to the valuation of customer relationships (Uyemara, 1997; Mariotti, 1996). The thesis evaluates the application of shareholder value measures to the valuation of customers. Shareholder value involves both risk and return; therefore, the thesis argues, the risk of the customer or segment has to be identifie

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Salander, Britta. "Emotionality in business-to-business marketing communications." Thesis, Northumbria University, 2011. http://nrl.northumbria.ac.uk/2026/.

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The presence and value of emotionality in non-personal business-to-business marketing communications is questioned in literature despite existing knowledge about emotional behaviour of individuals in organisational decision-making units. However, as competition and globalisation increases, the need for differentiation and unique positioning intensifies. The role of emotions in establishing emotional differentiation through advertising is accepted in consumer research, yet little is known about the presence and characteristics of emotionality in business-to-business print advertising targeting

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Хоменко, Лілія Миколаївна, Лилия Николаевна Хоменко, and Liliia Mykolaivna Khomenko. "Social marketing communications for blood donors retention." Thesis, Сумський державний університет, 2020. https://essuir.sumdu.edu.ua/handle/123456789/80806.

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Creating a solid foundation for safe blood donation requires a long-term approach, using an effective marketing program to recruit and retain existing volunteer donors. Considering this, it is especially relevant to study the positive foreign experience in the development of free voluntary regular blood donation. The purpose of the paper is to analyze the marketing tools application in the blood services of various countries. The blood service needs to use a combination of various marketing tools to retain exist blood donors. For primary donors, in order to encourage re-donation, it is advisab

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Bell, George. "Evaluation of Australian government social marketing communications." Doctoral thesis, importedStudentThesis, 2011. https://researchprofiles.canberra.edu.au/en/studentTheses/d3b124e1-6513-4fa9-ba60-8d08482905c6.

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Liu, Hong Juan. "Customer profitability modelling for direct marketing of business insurance to SMEs." Thesis, Lancaster University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.539664.

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Zafari, Hesameddin. "Marketing Strategies to Enhance Profitability Among International Oil and Gas Service Companies." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/4118.

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A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting,

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Zidarova, Margarita. "Corporate Social Responsibility: The Future of Marketing Communications." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71814.

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The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitativ

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Rosengren, Sara. "Facing clutter : on message competition in marketing communications." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics (EFI), 2008. http://www2.hhs.se/efi/summary/769.htm.

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Un, Man Wai. "Pricing in mobile communications services." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636778.

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Richard, Kassie. "Promotional Communications| Professional Writing for Local Organizations." Thesis, University of Louisiana at Lafayette, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10681103.

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<p> This thesis explores the use of Facebook as an advertising tool for small businesses. It views advertising through Facebook from the perspective of a professional writer, looking at the context, audience, goals, and media to provide small businesses with guidelines for building Facebook advertising campaigns. This report will discuss 1) the audience for advertising campaigns, 2) the need for a professional writing approach for context and design, 3) the features of Facebook that complicate marketing efforts, and 4) the analysis of a local marketing campaign on Facebook. In the conclusion,

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Ward, Lacey L. "Profitability of storage hedges for Kansas wheat producers." Thesis, Kansas State University, 2015. http://hdl.handle.net/2097/19054.

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Master of Science<br>Agricultural Economics<br>John A. Fox<br>Hard Red Winter Wheat is an extremely important part of the Kansas agricultural industry. In Kansas, this type of wheat is planted in the fall and harvested in mid-June. After harvest, producers have the option to either store or sell their wheat. If they decide to store, the wheat can be stored on-farm or in a commercial facility. Another storage decision is whether to store the wheat hedged or unhedged (speculative) storage. Hedging is a technique to limit the price risk associated with selling or buying commodities. This

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Claycomb, David. "An Economic Study of the Relative Profitability of Alfalfa Production and Marketing Practices." TopSCHOLAR®, 1995. http://digitalcommons.wku.edu/theses/903.

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The seasonality of the price of alfalfa hay in Kentucky was studied as well as the potential cost or profitability of storage of this hay. Economic comparison of alfalfa hay production to other farm enterprises was carried out. In addition, an estimate of the value of two qualities of alfalfa hay was calculated based on 1991 prices. The analysis of 41 years of marketing data demonstrated significant differences (P<.01) in price with seasonal lows in June/July and a steady increase in price to a high in March. In general (based on $100 per ton hay and 12% interest) the alfalfa hay producer coul

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Gandee, Jesse E. "Modeling direct farm marketing in West Virginia a spatial, policy, and profitability analysis /." Morgantown, W. Va. : [West Virginia University Libraries], 2003. http://etd.wvu.edu/templates/showETD.cfm?recnum=2842.

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Thesis (M.S.)--West Virginia University, 2003.<br>Title from document title page. Document formatted into pages; contains ix, 87 p. : ill. (some col.). Includes abstract. Includes bibliographical references (p. 84-87).

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Svobodova, Petra, and Anna Gnyria. "Cross-cultural differences in marketing communications : The Importance of cross-cultural differences in the marketing communications: Investigated in Central and Eastern Europe." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-27896.

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Despite the globalization and cultures’ convergence, it is scholarly recognized that cross-cultural issues are important in a business context, especially for companies extending their activities internationally. However, existing theory does not provide an explicit answer of how cultural differences between countries influence customers’ perception of different aspects of marketing communication mix. That is why the underlying task of the current paper is to investigate if cross-cultural differences within the same geographic region are big enough to affect customers’ perception of marketing

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Botha, Elsie Margaretha. "Contagious Communications : The role of emotion in viral marketing." Doctoral thesis, KTH, Industriell marknadsföring, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-150888.

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The “connection generation” craves interaction with and connection to vast social networks through the sharing of information, photos, opinions, entertainment and news. This sharing comes in the form of electronic word-of-mouth or eWOM, and provides marketing and communication managers with an unparalleled opportunity to reach a large number of consumers quickly. With the ever increasing growth of the internet and the rise of social media and social network sites, viral marketing has cemented itself in the marketing and corporate agenda. However, while there has been a shift in marketing budge

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Miles, Peter Harry. "Philippine international tourism and the role of marketing communications." Thesis, University of Derby, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369901.

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Jones, Karen. "Marketing communications and bilingualism : the impact of bilingualism on consumers' response to marketing messages." Thesis, Bangor University, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.568764.

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Marketing communication focuses on employing strategies that appeal to its target audience and messages must identify the target audience and communicate in ways that appeal to its needs and expectations to be effective (Palmer 2009). However, targeting consumers with marketing messages in English regardless of cultural heritage and native language continues (Puntoni et al. 2009). Whilst language policies influence the public sector to target Welsh consumers with bilingual messages, the private sector continue to convey predominately-English messages. In contrast, faced with the same challenge

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Lin, Lin. "Measuring customer online visiting behavior and its impact on purchase decision and profitability." Diss., The University of Arizona, 2004. http://hdl.handle.net/10150/280623.

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Effective relationship marketing requires accurate measurement of customer tenure/loyalty and a thorough understanding of its impact on firm performance. Although such studies are plentiful for brick-and-mortar firms, few exist for Internet-based E-tailers. Given the visit-intensive customer behavior online, past methods and theories on customer bases analysis and lifetime-profitability relationship based on purchase events may not apply in an e-commerce context. This dissertation proposes a measurement framework that incorporates customers' online visiting behavior both at the in-session, "mi

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Jones, David Blodgett. "Directiveness in promotional communications." Diss., Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/77808.

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The style of a communication may influence a receiver's responses as well as the message's factual, informational content. The degree to which a promotional communication attempts to control a receiver's responses can be defined as a relational and therefore a stylistic variable. This dissertation operationalizes a stylistic variable, directiveness, as the degree to which a persuasive communication instructs the receiver how to respond in terms of action, attitudes and beliefs. Directive messages attempt to limit the receiver's responses while less directive or suggestive messages encourage th

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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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Murphy, Melvin Murphy. "Internal Strategies for Assessing Organizational Communication Channel Effectiveness." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3406.

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Evolving communication technology, the increased volume of information needed by businesses, and the intensified competitive environment have made internal company communication more critical to business success. The purpose of this multiple case study was to explore strategies used by managers and leaders of 3 law firms in the Commonwealth of Virginia for assessing the effectiveness of their organization's internal communication channels. The participating firms were recognized by their peers as being exceptionally well-managed. Data from interviews and company documents were analyzed through

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Mohamed, Bibri. "Corporate Sustainability/CSR Communications and Value Creation : A Marketing Approach." Thesis, Blekinge Tekniska Högskola, Sektionen för management, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4173.

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The purpose of this study is to explore the current practices in corporate sustainability/CSR communications and how this trend contributes to corporate value creation. More specifically, this study looks at this subject from the angle of how companies can use corporate sustainability/CSR communications in marketing activities to attain corporate marketing objectives. To achieve the aim of this study, an examination of the current practices in corporate sustainability /CSR communications was performed through a pertinent empirical and theoretical literature review as well as a quantitative and

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Dean, Andrew Kristoffer. "How do marketing communications influence nanotechnology sensemaking in B2B sales?" Thesis, Durham University, 2016. http://etheses.dur.ac.uk/11816/.

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Making sense of technology products is a challenge faced by B2B actors, and one that is particularly acute for high technology products. Sitting in the isthmus between organisations are sellers and buyers who predominantly communicate through talking to position themselves as legitimate sources of knowledge to facilitate selling and buying, while often experiencing identity-based tensions. Research gaps from extant studies show limited investigations examining how sellers and buyers discursively negotiate high technology sales related to their identities to more easily make sense of these ofte

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Haddow, David. "Strategic marketing, communications and design management in the Third Sector." Thesis, Glasgow Caledonian University, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.570873.

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There are well over 200,000 registered charities in the UK, creating a crowded and unique marketplace. There is a strong sense amongst supporters of what it means to be a charity; a compassionate, ethical, and honest organisation that raises money for the good of others. Alongside these core values however, there are other key factors that can distinguish one charity from another. It is paramount that a charity works hard to develop and convey these factors through strategic marketing, communications and design (as a business would) in order to effectively deliver its mission, values and belie

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Merta, Jonáš. "Analysis of the marketing communications and strategy of Contours fitness." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149807.

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The thesis analyzes marketing communication of Contours fitness by using theoretical background. The aim of the thesis is theoretical description and analysis of communication tools. Based on situational analysis the thesis evaluates the effectivness of communication mix and suggest measures to its optimalization. The outcome of the thesis is theoretical description of communication mix of the company, newly established communication objectives and analysis of communication tools with emphasis on communication effectivness.

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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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Kelley, Sharon M. "The Influence of Social Media| Effects of Online User-Generated Reviews on Customers' Perceptions and Business Profitability." Thesis, Capella University, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=13427927.

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<p> Online customer reviews (OCRs) have become an important part of the customer’s shopping experience. The purpose of this qualitative exploratory single-case study was to investigate and better understand, how customers’ perceptions and experiences shared on OCRs or other social media outlets affected business revenue generation and profitability. The OCR phenomenon was explored from the consumer’s perspective. The healthcare industry, private-practice sector was used as a case subject. However, business operations, not the field of medicine, was the focus of this study. Du

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Jackman, Susan May. "An investigation into customer profitability analysis and relationship marketing strategy : a New Zealand case study." Thesis, University of Canterbury. Accounting and Information Systems, 1999. http://hdl.handle.net/10092/2707.

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There has been an increasing recognition of the importance of customer profitability analysis and its use in a relationship marketing strategy (Carrol, 1992-1993; Johnson, 1992; Storbacka, 1993). Yet, to date, this has largely been unsubstantiated by academic research. A case study was conducted at a bank to describe a relationship marketing strategy and a customer profitability analysis (CPA) system and to discover how the customer profitability information provided by the CPA system is used to support the relationship marketing strategy. The Bank follows a relationship marketing strategy as

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Laws, Brandon B. "Effects of FluidGro on Centennial Supply: implementing effective marketing strategies to enhance sales and profitability." Thesis, Kansas State University, 2012. http://hdl.handle.net/2097/14859.

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Master of Agribusiness<br>Department of Agricultural Economics<br>Allen Featherstone<br>Because agriculture is a cornerstone in the U.S. and World economies, the agricultural retail industry is becoming more competitive. To gain a competitive advantage, agricultural retailers must take advantage of competencies that they have. The thesis provides an in depth analysis of how FluidGro products effect the profitability of Centennial. It explores the issues impacting Ag Retail and how marketing concepts and theories can make a retailer achieve success in volatile times. Insight is provided rega

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Adams, Meredith Elaine. "Beyond the Glass: Examining Wine Tasting Room Profitability Using the 4Ps of the Marketing Mix." Thesis, Virginia Tech, 2016. http://hdl.handle.net/10919/71351.

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Recent exponential increases in attendance at wine tasting rooms resulted in growing research in this subject area as producers seek to learn more about wine tasting room customers and identify ways to capitalize on additional revenue-generating opportunities. Direct wine sales are big business with $3.4 billion in sales in the United States in 2010. Research has shown that small and medium-sized wineries have become financially dependent on direct sales linked to wine tasting rooms with an average of 70 percent of winery sales coming from the tasting room. With limited sources outlining best

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Perry, Thomas D. "Marketing Graduate Programs at Marietta College." Marietta College / OhioLINK, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=marietta1117736514.

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Straatsma, Raymond. "Cartographies of consumption, the political economy of marketing research and communications." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp04/mq24246.pdf.

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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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Tsang, Chi-kai Alex. "A study of distribution channels for computer communications products in Hong Kong /." [Hong Kong : University of Hong Kong], 1993. http://sunzi.lib.hku.hk/hkuto/record.jsp?B13497832.

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