Log in

Relevant bibliographies by topics / Qualitative marketing research / Dissertations / Theses

To see the other types of publications on this topic, follow the link: Qualitative marketing research.

Dissertations / Theses on the topic 'Qualitative marketing research'

Author: Grafiati

Published: 28 June 2021

Last updated: 29 July 2025

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the top 50 dissertations / theses for your research on the topic 'Qualitative marketing research.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.

1

Pereira, Beatriz de Castro Sebastião. "Pesquisa etnográfica em marketing." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03092008-115700/.

Full text

Abstract:

Estudos sobre o comportamento humano envolvem situações complexas que não são simples de compreender utilizando-se métodos quantitativos de pesquisa. A identificação desta limitação levou, em anos mais recentes, ao uso crescente de métodos qualitativos para auxiliar a entender o indivíduo e o grupo em seus comportamentos. Em administração e marketing pesquisadores com trabalhos qualitativos têm se baseado em métodos e técnicas mais adequados para a abordagem destes problemas com origens em sociologia, antropologia e psicologia. A etnografia originada na antropologia e sociologia com estudos de

APA, Harvard, Vancouver, ISO, and other styles

2

Schild, André Jacques Paul. "Marketing Activities during the early stages of business." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/45047.

Full text

Abstract:

This research is the result of a need within the entrepreneurial community, amongst both existing businesses as well as aspiring entrepreneurs, to pay attention to the marketing skills, abilities and activities required to navigate in the rapidly changing business environment in which they operate. It’s no longer enough that an entrepreneur only possesses the entrepreneurial will and drive to start an enterprise. In order to succeed and thrive, they require a skill set that needs to be employed from the beginning. The ability of the entrepreneur to successfully market their business, particula

APA, Harvard, Vancouver, ISO, and other styles

3

Jensen, Christian, and Andersson Rebecka. "How & Why Social Media is Used in B2B Marketing : A qualitative study seen from marketing managers’ perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65545.

Full text

Abstract:

The digital landscape is rapidly changing and provides business-to-business companies with new digital tools and channels to conduct their marketing work e.g. social media networks. Business-to-consumer firms have been previously research in the topic of social media and digital marketing. However, there is a lack of research in the business-to-business area (Elsevier, 2016). This bachelor thesis aim to contribute to the field of marketing when it comes to social media and digital marketing activities in business-to-business companies. This through examine and describe how marketing practition

APA, Harvard, Vancouver, ISO, and other styles

4

Catterall, Miriam. "Focus groups in market research : theory, method and practice." Thesis, University of Ulster, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369987.

Full text

APA, Harvard, Vancouver, ISO, and other styles

5

Álvaro, de Lima Filipe Miguel. "The State of QR codes : A qualitative research on Swedish premium fashion brands." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16784.

Full text

Abstract:

Brands are now more aware of the importance of implementing a mobile marketing strategy by employing a QR code campaign with the intent of enhancing brand awareness and strength the relationship with customers. Thus, an extensive research has been conducted on this subject with focus on the Swedish premium fashion market .The purpose of this research study is to analyze a new mobile marketing tool called Quick-response (QR) codes, and understand this phenomenon on the premiumfashion segment in Sweden, while relating at the same time with concepts such as customer relationship management and b

APA, Harvard, Vancouver, ISO, and other styles

6

Svensson, Adam, and Pär Strandberg. "Managing user generated content in marketing campaigns : A qualitative research of key features for managing marketing campaigns based on user generated content." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35185.

Full text

Abstract:

The modern media landscape presents an increasingly complex and dynamic assembly of traditional and interactive media proposing many new communicative opportunities for marketers. Contemporary marketing is implied to emphasize a paradigmatic shift from a company centric view into consumer centric view. As existing research emphasizes the understanding of interactions in online communities from the user’s perspective, there is yet a research gap concerning the contemporary relevance of managerial challenges related to user involvement in social media marketing. The purpose of this thesis is t

APA, Harvard, Vancouver, ISO, and other styles

7

Mueller, Santos Milena. "CSR innovation : a comparative study of India and the UK." Thesis, University of Oxford, 2012. http://ora.ox.ac.uk/objects/uuid:fb9bece2-3c66-4afa-aa6c-541e964ebfbc.

Full text

Abstract:

This thesis contributes to the field of research on corporate social responsibility (CSR) and explores the underresearched phenomenon of CSR innovation. It sheds light on this phenomenon by comparing CSR innovation in two nations with differing degrees of economic development, namely the UK and India. An interpretive, multicase study approach was chosen to compare CSR initiatives of British and Indian retailers. Data were collected through interviews, archival research, and observation. The research used sensemaking theory as a theoretical lens to examine how actors made sense of CSR innovatio

APA, Harvard, Vancouver, ISO, and other styles

8

Copley, Paul. "A qualitative research approach to new ways of seeing marketing in SME's : implications for education, training and development." Thesis, Northumbria University, 2008. http://nrl.northumbria.ac.uk/2150/.

Full text

Abstract:

There is myriad research that explores the nature of marketing generally, and more specifically within SME (small to medium sized enterprise) contexts. Most of this research, however, focuses upon orthodox and relational marketing. Recently, it has also been argued that the literature fails to pay adequate attention to the role that critical studies might take in helping to understand marketing. Moreover, qualitative approaches to researching SME marketing have recently gained favour. This thesis takes the opportunity to employ a qualitative approach to researching SME marketing while at the s

APA, Harvard, Vancouver, ISO, and other styles

9

Loedolff, Carmen. "Promoting South Africa as an international film tourism destination." Diss., University of Pretoria, 2014. http://hdl.handle.net/2263/46194.

Full text

Abstract:

Film tourism is fast becoming a recognised and lucrative sector within the tourism industry. Film tourism combines knowledge from the tourism industry with that of the film industry in such a manner that it offers an attractive opportunity that can be included when marketing South Africa as a destination. The purpose of the study is to explore the attractiveness of the film tourism market for destinations, identify the unique aspects involved when marketing a destination though film tourism, explore the marketing strategies used by the local South African DMOs and local and foreign film commi

APA, Harvard, Vancouver, ISO, and other styles

10

Burghausen, Mario. "Explicating corporate heritage identity stewardship theory from a corporate marketing perspective : a qualitative case study of Great Britain's oldest brewer." Thesis, Brunel University, 2013. http://bura.brunel.ac.uk/handle/2438/13067.

Full text

Abstract:

Positioned within the corporate marketing domain, and adopting an explicit managerial perspective, this doctoral thesis advances knowledge in the form of a substantive and analytically generalisable theory of corporate heritage identity stewardship, which is derived from an empirical, theory-building, qualitative case study of Great Britain’s oldest brewer. In broad terms, corporate heritage identity stewardship theory articulates the particular management requirements of a corporate heritage identity in terms of two mutually constitutive dimensions namely (a) stewardship mindset and (b) enact

APA, Harvard, Vancouver, ISO, and other styles

11

Ohlsson, Caroline, and Jessica Riihimäki. "Sustainable Communication or Communicating Sustainability? : A qualitative research studying sustainable marketing practices at IBM, Max Burgers & H&M." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-125900.

Full text

Abstract:

The demand for sustainability initiatives is increasing by both consumers and organizations (Gittell, et al. 2013). It changes the way businesses are operating and communicating, hence the interest for sustainable marketing has increased. Sustainable marketing should not only be about initiatives to appear more environmental friendly or socially conscious, but rather about a more substantive and meaningful levels of commitments (ibid). Alongside these practical ideas of sustainable marketing, consumers’ requirements for sustainability have sometimes been used as a strategy to create sustainabl

APA, Harvard, Vancouver, ISO, and other styles

12

Simelane, Tekhaya. "Exploring the role of consumer brands In shaping employer brand attractiveness." Diss., University of Pretoria, 2015. http://hdl.handle.net/2263/44449.

Full text

Abstract:

The purpose of this research was to explore if there is a role that consumer brands play in shaping the attractiveness of an employer brand. This qualitative study was conducted using the exploratory approach, because the prior insights of the proposed relationship were modest and inconclusive. The population constituted of all registered Masters of Business Administration students at the Gordon Institute of Business Science. The sampling frame constituted second year (2013/14) and full time (2014/15) students. The reason for this choice was that these individuals are knowledgeable on brand co

APA, Harvard, Vancouver, ISO, and other styles

13

Koorts, Christie. "A qualitative exploration and cognitive mapping of retail consumers sensitivity regarding the use of personal and behavioural information in relationship marketing tactics." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97340.

Full text

Abstract:

Thesis (MBA)--Stellenbosch University, 2015.<br>ENGLISH ABSTRACT: In a global era of growing consumer economies, retailers rely extensively on the exploitation of consumers’ personal and behavioural information, in order to successfully execute and sustain their business models and strategic objectives. The gathering and mining of consumers’ personal and behavioural information represent tremendous potential in the application of relationship marketing tactics, towards consumer intimacy, and ultimately towards competitive advantage. However, in their quest to understand consumers better,

APA, Harvard, Vancouver, ISO, and other styles

14

Ranchoux-Soulat, Charlotte. "Enjeux et perceptions liés à la mise en place d'une démarche participative dans un contexte marketing interne : la RATP comme étude de cas." Thesis, Toulouse 1, 2015. http://www.theses.fr/2015TOU10031.

Full text

Abstract:

Ancré dans le champ du marketing interne, ce travail s’intéresse au phénomène de participation des salariés à la prise de décision. Inscrit dans le paradigme interprétativiste, il adopte une approche qualitative compréhensive et s’appuie sur une méthode d’étude de cas. Il est illustré par le cas de la démarche « Vision 2020 », mise en place auprès des salariés de la RATP en vue de la création du plan d’entreprise 2013-2020. Abordés dans une perspective systémique et interactionnelle, propre à l’approche communicationnelle de l’école de Palo Alto, les résultats émanent d’un raisonnement abducti

APA, Harvard, Vancouver, ISO, and other styles

15

Franco, Rafael Antonio Serralheiro. "Exploring marketing managers' use of accounting information : a case study of the Portuguese fashion retail sector." Thesis, University of Manchester, 2014. https://www.research.manchester.ac.uk/portal/en/theses/exploring-marketing-managers-use-of-accounting-informationa-case-study-of-the-portuguese-fashion-retail-sector(248fe015-662f-4bc1-ab4f-b4d04e1144bd).html.

Full text

Abstract:

The management accounting literature (e.g., Cooper and Kaplan 1988b; Shillinglaw 1982) argues that cost information is beneficial for marketing management in order to improve the business profitability. Accounting for strategic management also proposes the use of accounting information on cost drivers, business strategy, market and competitors (e.g., Shank and Govindarajan 1993). In the accounting and control literature it is also suggested that a company gains if it includes interactive control systems, with the participation of the various functional areas, including marketing, in addition t

APA, Harvard, Vancouver, ISO, and other styles

16

Mbachu, Chijioke Innocent, and Quentin Bizien. "ADOPTION OF INNOVATION : A qualitative research about employees' adoption of information technological tool (ERP) within an organization." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65112.

Full text

Abstract:

Purpose - The purpose of this research was to investigate the adoption of ERP tool by employees within a product manufacturing organization. Design/methodology/approach - In order to fully achieve the research task, the authors applied a qualitative case study that was descriptively designed. During data collection processes, primary and secondary data were utilized as information resources. The primary data obtained were multiple in-depth and semi-structured interviews performed with fifteen (15) employees over the course of an empirical investigation. While secondary data were, information o

APA, Harvard, Vancouver, ISO, and other styles

17

Ray, Joshua L., C. Allen Gorman, and Eva Lynn Cowell. "Applying Photographic ResearchMethods to Organizational Research." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/421.

Full text

Abstract:

The purpose of this session is to provide interested researchers with information regarding the development of photographic research methods in the social sciences, their potential as a novel qualitative tool in organizational research, and the decisions that are required when planning or conducting research leveraging these methods. The intent of this session is to promote the integration of photographic research methods and organizational research by emphasizing the unique contributions that photographic research methods can provide as a data source and as a tool to facilitate interactions b

APA, Harvard, Vancouver, ISO, and other styles

18

Al-Mosa, Yara Abdullah S. "Extending Understanding of Middle Eastern Littering Behaviour Beyond the Individual: A Formative Research Study." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/367907.

Full text

Abstract:

The unprecedented scale and cumulative impact of individual behaviour on the natural environment threatens the balance of the world’s ecosystem (Milfont & Schultz, 2015; Veiga et al., 2016; Weaver, 2015). Over many centuries human practices have contributed to environmental degradation (Davis, 2011) potentially limiting future growth and wellbeing. While environmental issues and concerns have been understood since the 1970s, the destruction and overuse of environmental resources continues (Mehmetoglu, 2010). One common human behaviour that significantly contributes is littering (Chitotombe, 20

APA, Harvard, Vancouver, ISO, and other styles

19

van, den Bosch Rose Joline. "The influence of nutrition labeling on food packaging : A qualitative marketing research on healthier purchasing decisions by Millennials influenced by front-of-pack nutrition labeling." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48438.

Full text

Abstract:

Background: Diseases caused by nutrition-related factors are globally increasing. Consumers can use help making healthier food choices. Nutrition labeling, front-of-pack, in particular, is reviewed as an important policy tool to assist consumers in this matter. Research found that front-of-pack nutrition labeling is influencing consumer’s product choice but no study researched the influence on Millennials while they are the most interesting consumer group of these times due to their large size and increasing power. Purpose: Explore how Front-Of-Package Nutriti

APA, Harvard, Vancouver, ISO, and other styles

20

Hlaváčová, Markéta. "Zdravá strava ve vnímání českého spotřebitele." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150133.

Full text

Abstract:

Purpose of the thesis was to find out and describe associations that are linked to the category of healthy food by consumers. Above all the aim was to identify, what represents healthy food for them and what other thoughts and themes are associated with healthy food by consumers. In-depth ZMET interviews were conducted to determine these associations. The findings and other issues related to the topic such as broader context and specifics of healthy food marketing are presented. The information mentioned can be used for marketing mix planning of companies in food industry. The research found o

APA, Harvard, Vancouver, ISO, and other styles

21

Čubíková, Aneta. "Positioning vybraného výrobku." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262369.

Full text

Abstract:

In my diploma thesis "Positioning of selected product" I focused on analysis of the positioning of the product CEWE photobook from Fotolab on the Czech market in the context of its competition. The theoretical part explains the concept of marketing, marketing mix 7P, SWOT analysis, positioning, brand and quantitative and qualitative research. The practical part presents the company Fotolab and its three main competitors in the market. In this part, all companies are compared on an extended marketing mix 7P. The Fotolab company is evaluated in the context of a SWOT analysis. The practical part

APA, Harvard, Vancouver, ISO, and other styles

22

Orgoníková, Marika. "Marketingový mix vybraného podniku na B2B trhu ve Švédsku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443135.

Full text

Abstract:

This diploma theses is focused on marketing mix of a selected company which operates in an international environment. .The diploma thesis consists of three parts. The theoretical part focuses on the description of basic characteristics and concepts which are related to given issue. The analytical part consists of analyses performed in both internal and external environment of the company WoodBag s. r. o. on the assumption of its future expansion to the Swedish market. Results that we achieved are stated in SWOT analysis. The final part is the draft part, in which recommendations and potential

APA, Harvard, Vancouver, ISO, and other styles

23

Zhu, YuFei, Amanuel Asmelash, and Jonas Lilieholm. "What we want to see? The Instagram photo in business." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-78652.

Full text

Abstract:

The authors of this study want to build a classification model which can help researchers and marketers to evaluate what kind of characteristics that photo online especially on Instagram can attract more attention. The process of this case of study can be divided into two steps. First of all, the authors of this paper will create a classification model of the characteristics of these pictures on Instagram based on several theories and previous studies. Then the authors of this paper will conduct nineteen semi-structured interviews with participants to reinforce the classification of categories

APA, Harvard, Vancouver, ISO, and other styles

24

Abdala, Paulo Ricardo Zilio. "Vaidade e consumo : como a vaidade física influencia o comportamento do consumidor." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2008. http://hdl.handle.net/10183/14147.

Full text

Abstract:

É objetivo deste trabalho, compreender como a vaidade física feminina influencia o consumo de produtos e serviços de beleza. A partir de uma metodologia qualitativa baseada em entrevistas, motivações e estratégias de consumo utilizadas pelas mulheres na modificação e melhoria da aparência física foram reveladas e organizadas em um esquema conceitual. Em termos de consumo, a vaidade física mostrou-se um conceito ambivalente podendo originar um construto positivo, a vaidade equilibrada, e um construto negativo, a vaidade extrema. A natureza controversa dos resultados encontrados motivou uma disc

APA, Harvard, Vancouver, ISO, and other styles

25

Tahal, Radek. "Moderní metody v oblasti kvantitativního marketingového výzkumu." Doctoral thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-72786.

Full text

Abstract:

Private business subjects are characterised by their continuous effort for increasing their market position. Therefore they are permanently monitoring their own sthrengths and weaknesses, and they are also monitoring their competitors´ behaviour and customers´ needs and wishes. Such pieces of information can be received by analysis of business surroundings and from custommers´ opinion. Activities like these are called marketing research. The research should include all aspects that influence the way of perception of the company by any other market subject, or even the atmosphere inside the com

APA, Harvard, Vancouver, ISO, and other styles

26

Juráň, Vilém. "Praktické využití interního marketingu ke zvýšení motivace zaměstnanců vybrané firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-403838.

Full text

Abstract:

Interní marketing je dnes aktuálním tématem, kterým se zabývá vedení mnoha firem. Tato práce se zaměřuje na metody, které mohou zlepšit interní marketing firmy a přispět tak k lepší motivaci zaměstnanců. V práci je analyzována současná situace interního marketingu firmy Imcon Electronics v oblastech interní komunikace, motivace a vzdělávání se ve firmě. Cílem této práce je navrhnout způsoby, které by měli zvýšit motivaci zaměstnanců této firmy. Práce přináší bližší pohled na současné praktiky ve společnosti a návrhy, jak lépe motivovat její zaměstnance. Také obsahuje ekonomické zhodnocení, nák

APA, Harvard, Vancouver, ISO, and other styles

27

Chung, Sean. "The role of culture in service quality : a cross-national study in Britain and Trinidad and Tobago." Thesis, University of Manchester, 2015. https://www.research.manchester.ac.uk/portal/en/theses/the-role-of-culture-in-service-quality-a-crossnational-study-in-britain-and-trinidad-and-tobago(d335d918-3d93-4bdb-842e-f424a8d4e217).html.

Full text

Abstract:

The primary aim of this thesis was to explore the role culture plays in service delivery, more specifically on consumers' perceptions of service quality and its potential impact on complaint behaviour. A key premise of the thesis was that prominent models of service quality are conceptualized largely in western contexts without considering conceptual meaning in various contexts or nuances of meaning. Furthermore, there may indeed be unique aspects of culture in each context not yet identified in the extant literature. With this in mind, a qualitative approach was employed in order to gain an i

APA, Harvard, Vancouver, ISO, and other styles

28

Šaroch, Miroslav. "Audit IS/IT v menších podnicích." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-163997.

Full text

Abstract:

The diploma work summarizes in the first section the common knowledge in the audit field of information systems and technologies theory as well as common state of knowledge in the field of marketing in small and medium-sized enterprises and market research as well. In the second section, the tools summarized in the first part are used for designing marketing research project on "The audit of information systems and technology in smaller businesses." The aim of the research was to seek the experience and customer feedback from the segment of smaller businesses to audit information systems. The

APA, Harvard, Vancouver, ISO, and other styles

29

Balladares, Fuentes Ana Gabriela. "Changing consumer behavior in the digital age: perceived risk in information search process." Doctoral thesis, Universitat Ramon Llull, 2021. http://hdl.handle.net/10803/671443.

Full text

Abstract:

La digitalització en el entorn del marketing està canviant la manera en la que els consumidors decideixen comprar. Així mateix, el risc percebut té un rol determinant en les decisions de compra dels consumidors. No obstant això, encara que la literatura emergent suggereixi que l´ ús de les fonts d’informació digital generi nous processos de cerca i avaluació de productes diferents a aquells dels entorns de compra tradicional, el desenvolupament de noves teories sobre la naturalesa d’aquestes diferencies ha sigut limitada. Específicament s’han detectat resultats contradictoris en la literatu

APA, Harvard, Vancouver, ISO, and other styles

30

Sundberg, Emilia, and Jasmine Hansson. "Attitudes Towards Television Commercials with an Underlying Health Claim." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15366.

Full text

Abstract:

Health and eating healthy has become increasingly popular during the recent decades. On television, countless numbers of food commercials claim their products to be healthy, and fit good looking people propagate for the benefits of the products. At the same time, there are many studies showing these marketing messages to be highly misleading. Consequently, a great extent of existing research within this field treats the subject of consumers, children in particular, and television in relation to eating habits. However, in this study, we are not interested in confirming these facts; instead we f

APA, Harvard, Vancouver, ISO, and other styles

31

Schild, André. "Marketing Activities during the early stages of business." Diss., 2003. http://hdl.handle.net/2263/45047.

Full text

Abstract:

This research is the result of a need within the entrepreneurial community, amongst both existing businesses as well as aspiring entrepreneurs, to pay attention to the marketing skills, abilities and activities required to navigate in the rapidly changing business environment in which they operate. It’s no longer enough that an entrepreneur only possesses the entrepreneurial will and drive to start an enterprise. In order to succeed and thrive, they require a skill set that needs to be employed from the beginning. The ability of the entrepreneur to successfully market their business, particula

APA, Harvard, Vancouver, ISO, and other styles

32

Rocha, Rafaela Mendes Dias da Silva. "Plano de marketing estratégico : Squadra." Master's thesis, 2019. http://hdl.handle.net/10400.14/28565.

Full text

Abstract:

O principal objetivo deste trabalho final de mestrado passou por elaborar um plano estratégico para a marca Squadra, especializada em consultoria de gestão de marketing. Mais concretamente, pretendia-se analisar o posicionamento da marca no mercado e a adequação dos seus serviços, de forma a formular sugestões futuras para aumentar as vendas e o número de clientes. Deste modo, para estudar o posicionamento, proposta de valor e relevância da oferta da marca, foi realizada uma pesquisa qualitativa junto de diferentes públicos, nomeadamente clientes atuais, clientes potenciais, associados e parc

APA, Harvard, Vancouver, ISO, and other styles

33

Mtshemla, Nosipho. "Sales management in the bottom of the pyramid (BoP) market using alternative distribution channels." Diss., 2014. http://hdl.handle.net/2263/45020.

Full text

Abstract:

The ‘bottom of the pyramid’ (BoP) refers to the world’s poorest socio-economic group. In South Africa, consumers in this segment are an increasingly attractive target market for multi-national corporations (MNCs), partly because they constitute more than one-third of the population. However, a key managerial challenge remains in distributing goods and services to these consumers. This research sought to identify the alternative channels of distribution that firms develop to reach the BoP. Using a qualitative research methodology, eighteen depth interviews were conducted tracing the channels of

APA, Harvard, Vancouver, ISO, and other styles

34

Hansson, Jonas, Filip Hjertqvist, and Adolfsson Malcolm Sanchez. "Doez size matter? : A qualitative research on micro influencers creation of brand awareness for startups." Thesis, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104824.

Full text

Abstract:

Influencer marketing has in recent years developed as a new concept for both companies and individuals. Social media has presented a new way for companies to market themselves. The emerge has produced influencers and nowadays influencers need to be divided into different levels according to the number of followers. Companies have proven that they easily look blindly at the number of followers, which has meant that the emergence of micro influencers has not received the publicity it deserves. The purpose with this degree project is therefore to investigate micro influencers and see the brand aw

APA, Harvard, Vancouver, ISO, and other styles

35

Toporská, Pavlína. "Analýza městského marketingu ve vybraných městech Moravskoslezského kraje." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-344478.

Full text

Abstract:

Presented diploma thesis deals with the issue of territorial marketing in the Czech Republic, focusing primarily on the city marketing. The main aim of this work is to determine the current position of city marketing in the cities in Moravian-Silesian Region and compare tools that cities use. The research, which is part of this work, took place in 2014 and 2015. A semi- structured interview aimed to find out whether they are nowadays responsible workers from among city leaders familiar with the theory of city marketing and how they work with each of its types. Major emphasis in this research w

APA, Harvard, Vancouver, ISO, and other styles

36

Botha, Hannelie. "Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective." Diss., 2014. http://hdl.handle.net/2263/45237.

Full text

Abstract:

The effective integration of social media into the sales and marketing process for pharmaceutical companies can be complex. The complexity is further increased by the regulatory limitations (Code of marketing practice) within the industry as well as other considerations. This research explores some of these considerations and implications for social media integration. Further, the research determines the value of social capital as well as the process for social media engagement. The study surveyed three pharmaceutical companies in different stages of social media integration. A heterogeneous s

APA, Harvard, Vancouver, ISO, and other styles

37

Mpofu, Ian. "Effective marketing strategies for township schools in the Gauteng Province." Diss., 2014. http://hdl.handle.net/10500/13516.

Full text

Abstract:

This Mixed Method Research Project examines the possible marketing strategies that can be used to market township schools in the Gauteng province, within an increasingly competitive educational system. These strategies are investigated within the largely unbalanced infrastructural and resource dichotomy that exists between most township schools and the former Model C schools; the results of which has seen among many other challenges, the ever increasing learner migration from the township schools to the former Model C suburban schools. This pedagogical manuscript adopts a case study approach w

APA, Harvard, Vancouver, ISO, and other styles

38

Lin, Te-Sheng, and 林德勝. "The Qualitative Research of Different Branding Marketing Strategy Implementation When Prescription Drugs Loss of Exclusivity: Single Branding vs. Dual Branding." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/75106790649869154334.

Full text

Abstract:

碩士<br>銘傳大學<br>管理學院高階經理碩士學程<br>98<br>The development of drugs usually takes a considerable investment of capital and time; therefore the research-based pharmaceutical company will obtain the patent and the exclusivity for selling. This is intent to encourage continuous investment on the development of new medications to against disease. When patent expired, any entity can produce and launch the same therapeutic effect with same bioequivalence of drugs with the active ingredients, under the competent authority for approval which were called generics. Multi-branding marketing strategy is one of b

APA, Harvard, Vancouver, ISO, and other styles

39

Hrubcová, Tereza. "Marketingová komunikace běžeckého závodu We Run Prague." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-267902.

Full text

Abstract:

Title: Marketing communication of the running race We Run Prague Objectives: The aim of this work is to describe and analyse and to design and propose new and effective marketing communication elements and features of the running race We Run Prague. Methods: The diploma thesis used methods of descriptive analysis, analysis and evaluation of internal Nike data and documents and qualitative research in the form in-depth interviews. Results: Based on the results of the individual analyzes and qualitative results, I found out that to achieve predetermined objectives and to reach the target group a

APA, Harvard, Vancouver, ISO, and other styles

40

Visser, Johannes Hendrik. "The use of market segmentation theory in practice: business-to-business marketing practitioners' perspectives." Thesis, 2020. http://hdl.handle.net/10500/26622.

Full text

Abstract:

The reality of a so-called theory/practice divide between what the academic world research and teach and how it is applied by practitioners has existed for decades. Academics commented about the practical applicability of theories concerning business management applications. This research attempts to understand a concept from a practitioners’ viewpoint. The focus of the research was on marketing and management practitioners’ application of market segmentation principles in their businesses. The study was qualitative in nature. Discussion guidelines were used in in-depth interviews from purpose

APA, Harvard, Vancouver, ISO, and other styles

41

(8771162), Jaziel L. Ramos-Ortiz, and Andrea L. DeMaria (8281602). "Paving the way for male hormonal contraception: A consumer behavior approach." Thesis, 2020.

Find full text

Abstract:

<p><b>Background: </b>Male<b> </b>contraceptive options are limited to condoms or vasectomy and have lacked significant developments for about a century, suggesting the value of exploring male hormonal contraceptives (MHC). In October 2018, a transdermal gel method entered Phase 2 clinical trials, indicating MHC may soon be available. However, eventual uptake of potentially contentious innovations, like MHC, requires informed marketing and promotional strategy. Consumer behavior research methodologies can aid in determining consumer perspectives, providing a framework for effective marketing t

APA, Harvard, Vancouver, ISO, and other styles

42

Lin, Jung Cheng, and 林俊成. "A Qualitative Research on the Interaction of Design Department and Marketing Department in Precision Machinery – A Case Study of H Company in Center Part of Taiwan." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/96844653537733149957.

Full text

Abstract:

碩士<br>嶺東科技大學<br>國際企業研究所<br>98<br>In this study, the most representative precision machinery manufacturers in the middle of Taiwan is selected and to explain the interaction between the relevant actors of the marketing department and design department. In addition to explore the design and marketing department of the relevant development properties from the development point of view. By using case study approach for data collection from the design and marketing department and interviews the president of the company in order to explore the interaction between R & D and analyze the data. Propose

APA, Harvard, Vancouver, ISO, and other styles

43

Kolář, Jiří. "Analýza mediální komunikace vybraných minipivovarů." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-339518.

Full text

Abstract:

A thesis on analysis media communication of selected microbreweries explores the relationship between small brewing companies and media. The work focuses on selected small businesses, offering to consume their own beer on-site production, ie., breweries whose part is the restaurant operation. The thesis depicts the first principles of marketing and media communications and a brief history of beer brewing in the Czech Republic. It also discusses the particular selected Prague microbreweries and evaluates elements of their presentation and promotion in traditional and new media. Chapters are ded

APA, Harvard, Vancouver, ISO, and other styles

44

Autenrieth, Laura Christin. "Organization development as instrument to build and maintain organizational effectiveness in remote mode: a qualitative inductive research." Master's thesis, 2021. http://hdl.handle.net/10071/23919.

Full text

Abstract:

The public-health driven COVID-19 lockdowns unpredictably forced organization development (OD) consultants to work from home in no time. As original interventions, driven by behavioral and social science knowledge were predominantly designed for face-to-face encounters, adaptation to virtual OD services was inevitable. The purpose of this study was to investigate how organization development consultants adjusted their labor activity from a predominantly face-to-face to a solely technology-mediated setting. We adopted a bottom-up, research approach to inductive concept development, following

APA, Harvard, Vancouver, ISO, and other styles

45

Čuprová, Michaela. "Uchazeč o studium v placených programech jako cílová skupina online persvaze FSV UK." Master's thesis, 2020. http://www.nusl.cz/ntk/nusl-435481.

Full text

Abstract:

The subject of the diploma thesis is the process of online persuasion in the case of higher education applicants for bachelor's and master's programmes at the Faculty of Social Sciences, Charles University (FSV UK) subject to tuition fees. The selected programmes form a specific class within the set of study programmes offered by the faculty resulting in necessity of different promotion strategies. The specificity of these programmes lies in the primary focus on multidisciplinarity, specific target group and the requirement of tuition fee payment. Online marketing and the recipient's persuasio

APA, Harvard, Vancouver, ISO, and other styles

46

Makwara, Patience Tsitsi. "The use of social media marketing in telecommunication business: an exploratory study of Econet Wireless Zimbabwe Limited." Diss., 2020. http://hdl.handle.net/10500/27111.

Full text

Abstract:

The study focused on the use of social media marketing in the telecommunication business in Zimbabwe, as it has received limited attention in the literature available to date. The study aimed to explore the use of social media marketing in a telecommunications business- Econet Wireless Zimbabwe Limited. The study took on an exploratory research design which was qualitative in nature. A case study approach was applied with Econet Wireless Zimbabwe Limited as focus of being studied. Econet Wireless Zimbabwe Limited was chosen because it is the market leader in the telecommunications indus

APA, Harvard, Vancouver, ISO, and other styles

47

Schäwen, Katrin von. "Student Recruitment: Ein Vergleich des Marketings zur Gewinnung von Studienanfängern in Deutschland und den USA sowie Erweiterung und Implikationen für das deutsche Hochschulmarketing." 2016. https://tud.qucosa.de/id/qucosa%3A36168.

Full text

Abstract:

In der Dissertation wurde ein Vergleich des deutschen Studierendenmarketings und des amerikanischen Student Recruitments vorgenommen, um eine Erweiterung des Modells des deutschen Hochschulmarketings auf die Zielgruppe der zukünftigen Studierenden vorzunehmen und praktische Implikationen für deutsche Hochschulen abzuleiten. Hierzu wurde der Forschungsgegenstand in die Organisations- und die Marketingtheorie eingeordnet. Anschließend erfolgten eine theoretische Gegenüberstellung des deutschen und des amerikanischen Hochschulsystems sowie eine theoretische Darstellung des Student Recruitments. D

APA, Harvard, Vancouver, ISO, and other styles

48

(9822542), Leonce Newby. "Service customers' switching behaviour." Thesis, 2013. https://figshare.com/articles/thesis/Service_customers_switching_behaviour/13431356.

Full text

Abstract:

Switching describes a composite set of related behaviours engaged in by customers when they replace or exchange a service provider. This behaviour is dynamic and muti-dimensional. In much of the previous switching research, these qualities have gone unrecognised. A sophisticated holistic account of customer service switching behaviour provides better insights into the management of customer/provider relationships, thereby providing a strategic opportunity for service businesses to increase their market share and profitability.

APA, Harvard, Vancouver, ISO, and other styles

49

Hlaváčková, Anna. "Politická image začínajících politiků a média, která k jejímu budování využívají." Master's thesis, 2014. http://www.nusl.cz/ntk/nusl-338798.

Full text

Abstract:

The thesis "Political image of emerging politicians and media they use to build their image" examines the reationship of young aspiring politicians to the topic of political image. The main objective of this thesis is to examine the relationship of young aspiring politicians to political image and whether they are actively seeking to build their own political image. Young aspiring politicians are defined for purposes of this thesis as members of youth political organizations Young Social Democrats and Young Conservatives over 18 years old. The first part of this thesis summarizes theoretical f

APA, Harvard, Vancouver, ISO, and other styles

50

Hübner, Carolin. "From global efficiency to local self-sufficiency - impact of changing consumer trends on the food industry." Master's thesis, 2021. http://hdl.handle.net/10362/123604.

Full text

Abstract:

This third chapter of “From global efficiency to local self-sufficiency” represents the trend analysis part. Chapter one and two outlined world economic developments and its impact on consumer trends as well as introduced the food industry. This third section connects these topics while investigating which changing consumer trends shape the food industry. Based on 28 in-depth interviews, qualitative prospection attempts to validate topic relevance and identifies categories to group consumer trends. Quantitative validation consisting of 327 survey responses verifies identified trends and repre

APA, Harvard, Vancouver, ISO, and other styles

We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!