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Dissertations / Theses on the topic 'Theses – Marketing management'

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Published: 4 June 2021

Last updated: 1 February 2022

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1

Schmidt, Adelia. "Measuring marketing productivity : linking marketing expenditure to sales." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/20056.

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Thesis (MComm)--Stellenbosch University, 2012.<br>ENGLISH ABSTRACT: Over the past two decades company performance has become the mantra of corporate theory. It follows that marketers have recently become understandably preoccupied with measuring the performance of marketing activity. In fact, the pressure for financial accountability has led to widespread concern over the role of the marketing function within a company. Some go as far as contemplating the demise of marketing professionals unless marketers develop an understanding of the marketing-finance interface and are able to enter in

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Pheko, Tholoana. "Exploring marketing accountability and credibility within Sasko Bakeries." Thesis, Stellenbosch : Stellenbosch University, 2009. http://hdl.handle.net/10019.1/80643.

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Thesis (MBA)--Stellenbosch University, 2009.<br>ENGLISH ABSTRACT: “Haphazard”, “uncommercial”, or perhaps “unaccountable” are some of the terms frequently used to describe the marketing function. Most marketers are faced with immense pressure to boost their marketing effectiveness and measurement. The pressures include the need to reduce the inaccuracy of marketing decisions, increase customer profitability, recognise new potential revenue prospects, calculate future sales performance, and ultimately ascertain marketing’s value to the rest of the organisation (Binet & Field 2008:11). In the p

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Beamer, Bobby G. "Internal organization and management of fresh produce marketing in retail supermarket chains : implications for marketing specialty produce /." Thesis, This resource online, 1990. http://scholar.lib.vt.edu/theses/available/etd-03032009-040405/.

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Goliath, David Quinton Daniel. "The marketing strategies and tactics of management consulting firms." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/51992.

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Thesis (MBA)--Stellenbosch University, 2000.<br>ENGLISH ABSTRACT: Management consulting refers to the area of intervention, which is assistance to entrepreneurs, managers and other decision-makers in business management and the public sector. The study will cover the area of management consulting and the primary focus of this study is companies presently doing business as Management Consulting firms with a global presence. The study excludes software vendors and management consulting firms that specialise only in implementing computer software systems like Oracle, SAP, etcetera. There a

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Jordaan, Johannes Nicolaas. "The importance of marketing metrics to improve marketing efficiency : a case study of the South African franchise restaurant group Maxi's." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95593.

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Thesis (MBA)--Stellenbosch University, 2012.<br>Marketing managers are increasingly being held accountable for measuring value adding related to marketing expenditure. The increasing trend of specialisation in the business environment has resulted in increasing efficiencies in work practices and therefore increased the knowledge associated with each function. It was the purpose of this study to demonstrate the fundamental need for marketing measurement and marketing metrics in the franchise restaurant business. It furthermore demonstrated the importance of the alignment of marketing metrics w

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Mills, Heleen. "An investigation of the marketing performance measurement practices of South African organisations." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5431.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABTRACT: The marketing function has been characterised as the only result-producing function of the organisation and as having the responsibility for achieving profitable revenue growth by means of demand creation. Marketing performance measurement thus not only influences organisational performance, but also influences the marketing function’s stature within the organisation. Hence, marketing performance measurement is a critical management task. However, the negligence of the marketing function to demons

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Wilkes, Henrike-Raija. "Marketing metrics as measurements of marketing efficiency : a case study of the car dealer group Tepass + Seiz KG." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/968.

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Thesis (MBA (Business Management))--Stellenbosch University, 2008.<br>ENGLISH ABSTRACT: Marketing has long been seen as a qualitative discipline following a rather soft approach. This, in many circumstances, resulted in a loss of marketing's credibility against other more quantitative managerial disciplines. Out of this plight, numerous marketing practitioners and experts during the past two decades have developed ways to prove that marketing can indeed be quantifiable. Born were the theories of marketing metrics as tools to make marketing measurable and, thus, to justify its existence. As can

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Theron, Edwin. "The management of long-term marketing relationships in business-to-business financial services." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/1409.

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Thesis (PhD (Business Management))--Stellenbosch University, 2008.<br>Since relationship marketing re-emerged as an approach to marketing, the concept was met with a great deal of interest. This interest resulted in relationship marketing being researched extensively, whilst businesses started to look for ways to build relationships with their clients. Relationships with clients can, however, only be managed if the dimensions contributing to the relationship are adequately identified. From an academic viewpoint, once all the relevant dimensions have been identified, these dimensions can

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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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Erasmus, George-Chatwind. "Developing an international export marketing strategy for South African table grapes." Thesis, Stellenbosch : Stellenbosch University, 2003. http://hdl.handle.net/10019.1/53358.

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Thesis (MBA)--Stellenbosch University, 2003.<br>ENGLISH ABSTRACT: After the deregulation of the South African deciduous fruit industry in 1997 an unregulated grape marketing environment replaced the single channel marketing system. Many new South African grape exporters were now involved in an uncoordinated and uncooperative marketing environment. Each marketing organisation implemented their own marketing plans resulting in an increase in competition among South African suppliers. The South African grape supplies originate from various production areas, each with their unique characte

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Bezuidenhout, Werner. "How to incorporate the use of big data in a marketing strategy within South Africa to gain competitive advantage." Thesis, Stellenbosch : Stellenbosch University, 2013. http://hdl.handle.net/10019.1/95635.

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Thesis (MBA)--Stellenbosch University, 2013.<br>The research study aims to show how South African companies within the retail, financial services and cellular industries can incorporate Big Data into their marketing strategies to gain a competitive advantage. The literature review sets out to explain what Big Data is and how it can fit into a marketing strategy as well as exploring the challenges and benefits companies around the world experience when working with Big Data. The findings from the literature review are used to create a proposed framework that can guide South African companies

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Visagie, Hendrik J. "Relationship marketing : an evaluation of content, strategies and models applying in a monopolistic market." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/49680.

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Thesis (MBA)--Stellenbosch University, 2000.<br>ENGLISH ABSTRACT: Relationship Marketing can be defined as an ongoing process of identifying and creating new value with individual customers, and then sharing that value over a lifetime of business association. The definition incorporates a number of key concepts such as long-term commitment, open and ongoing communication, trust and interdependence, collaboration and cooperation, as well as total organisational commitment. A wide range of models and strategies describe the processes and underlying constructs and clearly distinguishes be

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Viljoen, Jean. "Marketing strategies for consumer electronics in China using trade fairs as entry point." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/994.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2009.<br>ENGLISH ABSTRACT: China are one the fastest growing major markets in the world. Since joining the World Trade Organisation in 2002 China is officially open for business to the rest of the world. China is both a very lucrative market and a dangerous market to enter for various reasons. Trade fairs are an age old tradition in China and are still a very effective and widely used medium of trade in China. To the new entrant to the market, the trade fair offers a very effective and relatively inexpensive way for promoting yo

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Tomes, Richard. "Creating shareholder value : a case study of the PPC brand." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/80645.

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University of Stellenbosch Business School<br>The objective of this study is to determine whether brands create value for shareholders and the extent to which such value can be quantified. The research methodology is based on a case study of Pretoria Portland Cement, South Africa’s leading cement producer, and seeks to demonstrate how a commodity like cement can be successfully differentiated and branded. Primary data was gathered by conducting unstructured interviews with business leaders and key personnel involved with the development and execution of the company’s brand vision. Secondary da

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Van, Loggerenberg Marthinus. "Word-of-mouth marketing to emerging black middle class women in South Africa." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/982.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2009.<br>ENGLISH ABSTRACT: Word-of-mouth is fluid and happening everywhere. Networks are invisible and sensitive to organisational behaviour. The post-modern consumer is sceptical of advertising messages. Friends' advice is trusted more. People love to be entertained and for a story to travel it needs to be sticky i.e. have simplicity, credibility and value. The product or message must be relevant and appropriate to their lives. Influencers exist in every product category and marketers could utilise them authentically to infiltrat

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Visser, Diane. "A study on database marketing practices that raise consumer privacy concern : a proposed model for regulating database marketing practices in South Africa." Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/52711.

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Thesis (MComm)--Stellenbosch University, 2002.<br>ENGLISH ABSTRACT: One of the phenomena's in the marketing industry of the past decade is the increased use of database marketing. Database marketing involves the collection, processing and dissemination of vast amounts of consumer information in order to compile detailed consumer databases. The increasing popularity of database marketing can be attributed to various factors. Consumer information can now be obtained easier, cheaper and faster due to the availability of information technology. It has become easier to segment consumer market

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Van, den Berg Marinus. "Evolutionary consumers an investigation into the ethical implications of marketing to children." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95683.

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Thesis (MBA)--Stellenbosch University, 2012.<br>ENGLISH ABSTRACT: When it comes to getting people to spend money on consumer goods, Madison Avenue have trust in the power of a whining child. The very young are more and more becoming the target of the advertising industry. As more and more companies are turning to child psychologists to help fine tune their messages, some specialists in child development are disturbed by the trend. As marketers are pitching to younger audiences, the question arises if children are being robbed of their innocence and childhood. Children are very naïve about adve

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Poddar, Amit. "Structure and process of channel program selections retailers choice among parity trade promotions/." unrestricted, 2007. http://etd.gsu.edu/theses/available/etd-08142007-164744/.

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Thesis (Ph. D.)--Georgia State University, 2007.<br>Title from file title page. Naveen Donthu, committee chair; Detmar Straub, Dan Bello, James Boles, committee members. Electronic text (152 p. : ill.) : digital, PDF file. Description based on contents viewed Nov. 14, 2007. Includes bibliographical references (p. 142-151).

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Ponsford, Brenda Jeanette. "Marketing channels and transaction cost analysis : the role of transaction specific investment /." Diss., This resource online, 1993. http://scholar.lib.vt.edu/theses/available/etd-02022007-133643/.

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Vosloo, Gideon John. "A conceptual framework of critical success factors for organisations to consider as they move towards full-scale B2B e-commerce." Thesis, Stellenbosch : Stellenbosch University, 2003. http://hdl.handle.net/10019.1/53236.

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Thesis (MBA)--Stellenbosch University, 2003.<br>ENGLISH ABSTRACT: Corporate alliances have never been stronger than in the current environment. The more people that have access to the organisation’s products and services the better. Success is achieved through alliances with partners, direct contact with customers and collaboration with competitors. Today the focus is on identifying customer demands and integrating those demands across all business processes. Based on the above statements it is clearly evident that forward thinking organisations must develop deeper relationships with strategic

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Kane, Ian J. "A business and revenue model for the B to B E-marketplace environment." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/52059.

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Thesis (MBA)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: Organisations have progressed from managing their information system isolated from each department to a fully integrated enterprise resource planning system. This has resulted in transparency of information throughout the organisation. Organisations initially communicated directly with each other via facsimile and electronic data interchange on a oneto- one basis, whereas the business-to-business e-marketplace facilitates a many-to-many relationship and assists in improving efficiencies in the supply chain. In order for the

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Dorning, Augusta Waller. "Marketing transformation in the public health sector : a KwaZulu-Natal focus." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/51825.

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Thesis (MBA)--Stellenbosch University, 2000.<br>ENGLISH ABSTRACT: Since the first democratic elections in 1994, the emphasis in corporate and public life has been on transforming practices previously advocated by the apartheid government. As the service provider to the public there has been significant emphasis placed on the major sectors such as health and education. In addition to policy documents which focus specifically on health service delivery and the transformation envisaged, policy has also extended to transforming service delivery in all sectors of government. In designing po

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Conradie, Stefan. "Crafting a positioning strategy for the South African apple and pear industry to successfully compete against Chile in European supermarket business." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/961.

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Thesis (MBA (Business Management))--Stellenbosch University, 2008.<br>The goal of the study was to identify the ideal positioning strategy for the South African Apple and Pear industry to successfully compete as a supplier against Chile in the European retail environment. The hypothesis of the study states that the ideal positioning strategy for South Africa is a combination between a Corporate and a Generic strategy. The Corporate strategy would focus on what wants to be achieved while the Generic strategy would focus on how it needs to be achieved. A strategy framework combining available co

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Von, Stein Paul Franzl. "'n Ondersoek na die bemarking van lewensverskering deur middel van versekeringsmakelaars." Thesis, Stellenbosch : University of Stellenbosch, 1987. http://hdl.handle.net/10019.1/5729.

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Viljoen, Philippus. "NOVON : nasionale verspreider van Novartis-CP in Suidelike Afrika : distribusie as strategiese voordeel." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/52365.

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Thesis (MBA)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: Novartis is a life sciences company with its headquarters in Basie, Switserland. Novartis divides its business into three core activities, namely Healthcare, Consumer Health and Agribusiness (Novartis AG). Novartis AG is further divided into crop protection, seeds and animal health. In order to improve business systems, Novartis AG divides its business into five geographical areas, namely NAFTA, Western Europe, Central- and South America, Asia/Pacific countries and Business International. Novartis Crop Protection South Af

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Pienaar, Wiloma. "Guidelines for transforming a service organisation to a customer relationship management enterprise." Thesis, Stellenbosch : Stellenbosch University, 2003. http://hdl.handle.net/10019.1/53444.

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Thesis (MBA)--Stellenbosch University, 2003.<br>ENGLISH ABSTRACT: Customer Relationship Management (CRM) has been referred to as the new "mantra" of marketing management (Winer, 2001: 89), however CRM is a business strategy that calls for the establishment, development, maintenance and optimisation of long-term profitable and mutually beneficial relationships between organisations and their customers. It is a journey of strategic, structural, process, organisational and technological change through which an organisation can manage its enterprise better around customer behaviour. CRM as

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Smit, Yanic. "Corporate brand rejuvenation." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/80485.

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Thesis (MBA)--Stellenbosch University, 2011.<br>The purpose of this study is to investigate why and when corporate brands in the retail environment rejuvenate, with the aim to determine the key components that plays a role in the corporate brand rejuvenation process. Furthermore, the study aims to investigate the impact that the brand rejuvenation has on the four components of Aaker’s brand equity model (brand loyalty, brand awareness, perceived quality and brand association). The study used Woolworths as a case study and is divided into three sections. The first section aims to study the pri

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Tirupattur, Viswanath. "Integrated production and marketing risk management for cash grain producers of Virginia's Northern Neck region : a target MOTAD analysis /." This resource online, 1990. http://scholar.lib.vt.edu/theses/available/etd-05092009-040700/.

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Koen, Gerhardus Ignatius. "An analysis of Red Bull energy drink and the strategic marketing process during the first 10 years and the energy drink market in South Africa." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/5538.

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Thesis (MBA (Business Management))--Stellenbosch University, 2008.<br>ENGLISH ABSTRACT: Red Bull is probably one of the most interesting brands ever created. Since its launch in Austria in 1986 and the launch in South Africa in November 1997, Red Bull has caused a stir. Dietrich Mateschitz created Red Bull after visiting Thailand and seeing the taxi drivers drinking syrup called Kraling Daeng. He took this mixture to his home country and started to develop something more acceptable to the Western taste. The Red Bull brand was developed and built by firstly developing the taste, then designing

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Naude, Rall. "Positioning of the Red Bull brand in the future markets of South Africa." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/80493.

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Thesis (MBA)--Stellenbosch University, 2012.<br>ENGLISH ABSTRACT: The Red Bull brand has been in the international market since 1992 and entered the South African market in 1997. The company has seen phenomenal growth in the South African market, selling in excess of 39 million cans in South Africa during 2010. The brand created the energy drink category for the Western world. Red Bull grew the energy drink category in South Africa (SA) and with growth in profits and turnover, competitors entered the energy drink category. According to the brand strategy, the positioning of the Red Bull brand

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Opperman, Charlaine. "Investigating the marketing of South African wine amongst the emerging black market of South Africa." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/8258.

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Thesis (MBA)--University of Stellenbosch, 2010.<br>South Africa is currently not considered a wine-drinking nation. The consumption per capita rate is very low, especially for a wine-producing country. To date, the wine industry has grown due to exports allowed since sanctions were lifted in 1994. With the export market set to decelerate over the next few years, the wine industry will have to develop the domestic market, especially the black consumer market for future growth. The emerging black market of South Africa has materialised as the strongest buying influence in the economy. They hav

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Chen, Li-Yueh. "An examination of the relationships among leadership behaviors, knowledge sharing, and organization's marketing effectiveness in professional service firms that have been engaged in strategic alliances." Full text available, 2004. http://images.lib.monash.edu.au/ts/theses/chenliyueh.pdf.

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Van, Niekerk Gerhard Henri. "The relevance of market orientation in a consulting engineering organisation." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49710.

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Thesis (MBA)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: Consulting engineers in South Africa are currently faced with numerous trends that have a negative impact on their business. The volatility of world and especially SA markets have caused investors to adopt a "wait and see" approach as to investing in large developments. The result was that private sector developments were lagging behind and forced consulting engineers to compete for the available work and inevitably suffer from reduced turnover. A further trend, and maybe more serious one for some traditional consulting e

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De, Klerk Edwin Cavin. "Why does the strategic positioning of Econo-Heat's wall-panel heater justify a green marketing strategy." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/21376.

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Thesis (MBA)--Stellenbosch University, 2011.<br>This case study explores why the strategic positioning of the wall-panel heater, manufactured by Econo-Heat, justifies a green marketing strategy. The primary research objective is to provide Econo-Heat with a coherent marketing strategy framework, based on the outcome of the strategic analysis of the competitive positioning of the wall-panel heater. The following factors form the context of the study: the impact companies have on the environment, the energy crisis and the rising “green economy” in South Africa, and the increased consumer aw

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Kirsten, Johannes Albertus. "Investigating the sustainability of the current marketing models in the South African table grape industry." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95619.

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Thesis (MBA)--Stellenbosch University, 2012.<br>ENGLISH ABSTRACT: The South African table grape industry has a very fruitful history. The landscape of the South African table grape industry has changed at a rapid rate since deregulation in 1997. The sustainability of these changes was questioned and created the opportunity for this research. The orientation of this research report outlines the structure to this research. It indicates that the South African table grape industry is experiencing a strong trend of consolidation of the production and exporter base. Economically sustainable growers

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White, Irma. "An initial concept study for a product management decision support system (PMDSS) supporting executives in a manufacturing, marketing and distribution company." Master's thesis, This resource online, 1990. http://scholar.lib.vt.edu/theses/available/etd-03302010-020213/.

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Von, Arnim Christiane. "The relevance of wine awards as a marketing tool : a study of South African consumer attitudes." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/950.

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Thesis (MBA (Business Management))--Stellenbosch University, 2008.<br>ENGLISH ABSTRACT: Successes at local and international wine competitions are frequently used to achieve differentiation in the market place. Acting like third party credentials, award medals are meant to support a producer’s claim of superior quality. Over the past decade, there has been a notable increase in the number of wine competitions to which producers are encouraged to submit their wines. Producers are promised recognition for their success, while the organisers gain from the entry fees that producers pay, regardless

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Jansen, van Rensburg C. J. "Internet marketing management in the South African tourism industry : utilisation of the South African luxury hotel industry." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/5038.

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Thesis (MBA (Business Management))--Stellenbosch University, 2008.<br>The objective of this specific research report is to analyse the internet marketing function within the South African tourism industry. Furthermore, the hotel industry is analysed to establish how the introduction of the internet changed the playing field in terms of marketing and how customer behaviour has changed over the past 13 years with the introduction of the internet to the already established global distribution systems (GOS) and computer reservation systems (CRS). An in-depth literature review is conducted to anal

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Coetzee, Nerisa. "The exploitation of niche markets : an evaluation of Huisgenoot's standalone titles in an already competitive consumer magazine market." Thesis, Stellenbosch : Stellenbosch University, 2013. http://hdl.handle.net/10019.1/95637.

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Thesis (MBA)--Stellenbosch University, 2013.<br>The high costs of new product launches have forced consumer magazines globally to launch brand extensions as part of new product strategies. Costs can be reduced radically by using renowned brands and utilising their marketing and distribution competencies. The economic recession and a rapid leaning towards non-print media have caused a sharp drop in advertising as well as consumer spending in the print magazine industry. Nevertheless, tablet devices and ground-breaking technology offers opportunities for traditional media to grow. The product l

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Meyer, San-Marie. "Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96219.

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Thesis (MBA)--Stellenbosch University, 2014.<br>Social media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was m

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Spear, Sara. "Investigating the role and significance of corporate stories in corporate reputation management." Thesis, University of Portsmouth, 2015. https://researchportal.port.ac.uk/portal/en/theses/investigating-the-role-and-significance-of-corporate-stories-in-corporate-reputation-management(9a24deca-8993-4f27-aab0-869ac95076f9).html.

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A recent topic of academic interest within corporate reputation is the use of stories to build reputation. However, there is little empirical research in this area. This thesis investigates how stories are used as a corporate identity cue and the influence of stories on audiences (particularly organisation members), in order to bring insight into the role and significance of stories in corporate reputation management. The empirical study was conducted in two stages. The first stage involved content analysis of corporate history stories identified from the websites of 200 organisations in the f

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Venter, Gertruida Helena Christina. "The application of new product development principles in the pharmaceutical industry : a comparative study of marketing practitioners' perceptions." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/52486.

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Thesis (MComm)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: New products are indispensable to the growth of the modem business enterprise. Increased global and local competition, better informed consumers, rapidly changing technology and the short life span of products are typical of the reasons why it is necessary to develop new products. Traditionally new product development took place in accordance with a rigid new product development process where a next phase was dependent on the completion of preceding phases. The increased pressure to produce new products in shorter time s

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Gous, Johannes Jacobus. "A strategic business plan with emphasis on the marketing of sports footwear and apparel brands in South Africa." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/52142.

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Thesis (MBA)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: It is normally very difficult for an entrepreneur to start a new business. One of the most difficult things is to raise capital from financial institutions or venture capitalists. This mini study project shows the importance of a well thought-through business plan. The business plan not only concentrates on the positives, but will also indicate the risks involved. This will show financial institutions that the entrepreneur is serious about his idea and positive about its chances for success. In the business plan a lot of

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Biden, Sean. "A non-industry specific social media framework and plan allowing for the creation of execution of a sustainable social media strategy." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/85159.

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Social media is a marketing phenomenon that is taking the business world by storm. It goes beyond just being a marketing channel; because it is extremely disruptive by nature and has the potential to affect entire business models. Yet when it comes to social media execution, so many companies get it horribly wrong. Social media remains a part of marketing; it is not a replacement for it. However, it has the ability to redefine many aspects of marketing because it encourages conversation, community involvement and input from the public. Social media is changing the way companies communicate wi

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Van, Tonder Steven Paul. "An assessment of the antecedents of church commitment." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/18059.

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Thesis (MComm)--Stellenbosch University, 2011.<br>ENGLISH ABSTRACT: The conception of relationship marketing has led to an increased interest in organisations developing long-term relationships with their members or clients. The emphasis has shifted from a transaction-based marketing approach to a relationshipbased marketing approach. This shift has resulted in an increased need for research in the field of relationship marketing in for-profit as well as non-profit organisations. The purpose of this study was to identify and assess the dimensions through which South African churches can

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Morris, Andrea Leigh. "Assessing brand image transfer in sponsorship." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5347.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT: Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how organisations are able to satisfy consumers‟ needs. Satisfying consumers‟ needs is a key philosophy of marketing, thus, it is an important objective for marketing managers to transfer knowledge to consumers about their need-sati

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Saal, Alvin. "Investigating the determinants of brand equity: a verification approach in the detergents industry in South Africa." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/80641.

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Thesis (MBA)--Stellenbosch University, 2018.<br>ENGLISH ABSTRACT: Creating brand equity, that is, building a strong brand is a successful strategy for differentiating a product from competing brands (Aaker, 1991: 256). Brand equity provides sustainable competitive advantages, because it creates meaningful competitive barriers. Brand equity is developed through perceived quality, brand loyalty, brand awareness and brand associations, which cannot be either built or destroyed in the short run; but can be created only in the long run through carefully designed marketing investment. This study ai

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Rowland, Andrew W. "What is Professionalism? The Validation of a Comprehensive Model of Professionalism." TopSCHOLAR®, 2016. http://digitalcommons.wku.edu/theses/1741.

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Professionalism is a term frequently used in organizations yet perceptions of what it means differ from person to person. Given its frequent use and its link to various job outcomes, such as organizational commitment (Bartol, 1979), there is a need to have a universal definition of professionalism. While there are existing models of professionalism these models are typically developed for a specific field or industry. Thus, there is also a need for a comprehensive model of professionalism that can be used across multiple fields and industries. This study worked to develop a model of profession

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Engelbrecht, Josias Andreas. "The relevance of certification of origin as a marketing tool in the South African wine market." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/80766.

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Thesis (MBA)--Stellenbosch University, 2012.<br>Almost every geographical wine producing area has a generic marketing organisation in the form of a wine route organisation or similar organisation that aspires to create a favourable perception of their area in the minds of wine consumers. In their efforts to try and escape the growing commoditising of wines, wine producers recently intensified their efforts to differentiate themselves from other offers by increasingly certifying more wine as wine from a specific geographical area, launching competitions that embrace terroir as the defining fact

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Muller, Jacob-Frans du Plessis. "An explorative study to determine the effectiveness of Vodacom (Pty) Ltd. : Western Region’s advertising and promotional expenditure." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/6433.

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