Tesis sobre el tema "Marketing assets"
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Yang, Jing. "Marketing assets, marketing capabilities and shareholder value an empirical analysis of asset endowments and utilization /". Amherst, Mass. : University of Massachusetts Amherst, 2009. http://scholarworks.umass.edu/dissertations/AAI3372285/.
Texto completoGuilding, Christopher J. "Valuing and managing brands : an internal accounting perspective : an empirical investigation of attitudes to internal brand valuation and organisational and behavioural implications associated with the way that the internal brand management accounting system is operated". Thesis, University of Bradford, 1991. http://hdl.handle.net/10454/3842.
Texto completoDickinson, J. Barry Anderson Rolph E. "The role of business process capabilities and market-based assets in creating customer value and superior performance /". Philadelphia, Pa. : Drexel University, 2008. http://hdl.handle.net/1860/2995.
Texto completoAzevedo, Luiz Carlos Rodrigues. "Marketing & finanças: investimentos em marketing e valor dos ativos intangíveis". reponame:Repositório Institucional do FGV, 2011. http://hdl.handle.net/10438/8316.
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After the deep financial crisis in 2008, there has been an increasing questioning of the Firm’s objectives and its relationship with the financial markets. There is a paradox between the current practice of maximizing financial short-term performance of organizations, demanded by financial agents to corporate executives, and the financial concept of valuation of the Firm, which considers Firm value as the present value of discounted future cash flows. Therefore, according to the maximizing value proposition the Firm's objective is to increase its long-term total value (Jensen, 2000). The primary function of marketing strategies, innovations (R&D investments) included, is to generate both growth and consistent long-term business, i.e. the expansion of intangible assets to generate tangible assets. Based on the conceptual framework of Market-based Assets (Srivastava, Shervani and Fahey 1998), this paper seeks to contribute to the subject by proposing simple metrics, the adjusted performance indexes of retail sector, the Customer Average Ticket (TMC) and the Customer Average Ticket Earnings (LTMC). These metrics could relate investments in marketing to the value of the Firm (shareholder value) through the variation in quality of the company's customer base, which is the source of revenue generation and part of the intangible assets. For empirical tests, this study used data from the following publicly companies listed in Bovespa (São Paulo Stock Exchange): Sadia and Perdigao, belonging to the food processing sector, in the period of 1999 to 2010, and also the air line companies TAM and Gol in the period of 2004 to 2010. The tests were inconclusive, due to certain data limitations, not allowing proving or ruling out the tested hypotheses. But the logical line and simplicity of the method should be explored by future studies. If the method could be confirmed and proven, it would provide all agents (marketing executives, CEOs and CFOs, market analysts and investors) with a simple and objective tool for analysis and way of communication about the value creation of Marketbased Assets (intangible assets) that impact the total Firm value.
Após a profunda crise financeira de 2008, houve um aumento do questionamento sobre os objetivos da Firma e a sua relação com os mercados financeiros. Existe um paradoxo entre a prática corrente de maximização da performance financeira de curto-prazo da organização, demandada pelos agentes financeiros aos executivos das empresas, e o próprio conceito financeiro de valoração da Firma., que considera como valor da Firma o valor presente dos fluxos de caixa futuros descontados. Portanto, segundo a proposição de maximização de valor, o objetivo da Firma é aumentar o seu valor total de longo prazo (JENSEN, 2000). É função primordial das estratégias de marketing, aí incluídos os investimentos em inovação (P&D), o objetivo de gerar crescimento e consistência de longo prazo do negócio, isto é, a ampliação dos ativos intangíveis para gerar ativos tangíveis. Norteado pela estrutura conceitual de Ativos base Mercado (SRIVASTAVA; SHERVANI; FAHEY, 1998), o presente trabalho busca contribuir para o tema, com uma proposição de métricas simples, adaptadas de índices de desempenho do setor varejo, o Ticket Médio Cliente (TMC) e o Lucro Ticket Médio Cliente (LTMC), que possam relacionar os investimentos em marketing e o valor da Firma através da variação da qualidade da base de clientes da empresa, que é a fonte de geração de receitas e parte dos ativos intangíveis. O estudo utilizou para os testes empíricos dados das seguintes empresas, com ações negociadas na Bovespa: Sadia e Perdigão, pertencentes ao setor de alimentos processados, de 1999 a 2010, e também as companhias aéreas TAM e Gol no período de 2004 a 2010. Os testes não foram conclusivos, devido a determinadas limitações dos dados, não permitindo provar ou descartar as hipóteses testadas. Porém a linha lógica e a simplicidade do método deveriam ser exploradas por estudos futuros, pois se confirmado e provado, forneceria uma ferramenta simples e objetiva de análise e comunicação por parte de todos os agentes envolvidos (executivos de marketing, diretores financeiros e presidentes, analistas de mercado e investidores), com relação à criação de valor de Ativos base Mercado (ativos intangíveis) que impactam o valor da Firma.
Lind, William. "Meme Marketing to Fellow Kids". Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21862.
Texto completoWulfhorst, Valerie. "Marketing Assets und finanzieller Erfolg eine Analyse am Beispiel von Kundenzufriedenheit und Economic Value Added". Marburg Tectum-Verl, 2008. http://d-nb.info/992806127/04.
Texto completoParkman, Ian. "Two essays examining design briefs as knowledge-based assets: Content and cross-functional collaboration". Thesis, University of Oregon, 2010. http://hdl.handle.net/1794/10873.
Texto completoDesign briefs outline the business objectives, corresponding design strategies and target markets for a product development project. Research has demonstrated that a variety of attributes influence consumer impressions of a product, less attention has been given to the within-firm mechanisms that determine the optimal mix of attributes which to embed in an offering. The first essay of this dissertation examines the role of design briefs as knowledge-based assets that function as artifacts of this process within new product development (NPD). In a second essay, this dissertation examines design briefs as knowledge-based artifacts of cross-functional collaboration during NPD. NPD is often characterized as the process by which firms transform knowledge embedded in cross-functional teams into new products. However functional areas often differ in their evaluations of information and knowledge needed to successfully complete an NPD project. Based on an expert rating and survey questionnaire procedure, results provide a framework of eight factors of cross-functional knowledge present in design briefs and empirically describes differences in evaluation within each factor across functional area.
Committee in charge: Dennis Howard, Chairperson, Marketing; Lynn Kahle, Member, Marketing; Joan Giese, Member, Marketing; Keven Malkewitz, Member, Not from U of O; Gary Klug, Outside Member, Human Physiology
Hodgson, Victoria Louise y n/a. "Linking Marketing to Shareholder Value in Listed and Non-Listed Markets". Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20040116.094444.
Texto completoHodgson, Victoria Louise. "Linking Marketing to Shareholder Value in Listed and Non-Listed Markets". Thesis, Griffith University, 2004. http://hdl.handle.net/10072/367168.
Texto completoThesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing
Full Text
Štěpánek, Martin. "Sledování efektivity prostředků na marketing podniku". Master's thesis, Vysoké učení technické v Brně. Fakulta stavební, 2018. http://www.nusl.cz/ntk/nusl-372169.
Texto completoMoraux, Hélène. "Le déploiement d'une capacité d'Open Marketing dans une organisation marketing : analyse selon une approche par les ressources, les capacités et les compétences marketing". Thesis, Paris 9, 2014. http://www.theses.fr/2014PA090037/document.
Texto completoMarketing has been given a strong interface and connection role within the literature, creating the assumption of a naturally “open” marketing. However, specifically, the opening of the marketing organization is not so obvious. In a theoretical paper, Day (2011) introduces the Open Marketing concept, defined as a capability to open the marketing organization to partners’ networks so as to gain marketing insights and capabilities in order to enrich the firm’s marketing. The concept is interesting, but its definition is not formalized and presents some drawbacks. Besides, the literature does not fully address the question of the marketing organization’s learning and enrichment thanks to marketing suppliers’ networks. Therefore, in a comprehensive intent, our work aims at answering the following question: “Which comprehension can be offered of the Open Marketing concept and of its interest to develop the organization’s marketing resources, capabilities and competences?” We conduct two empirical qualitative studies. Study 1 is exploratory and leads to several results. (1) A clear and empirically validated conceptualization of Open Marketing is brought to the literature. Besides, the normative “opening” assumption is reversed: marketing organizations do not rely on their suppliers’ network to develop their employees’ resources and competences with the same intensity and strategic intent. (2) The dimensions and forms of Open Marketing are revealed: two Open Marketing types (Organized and Intuitive) and modes (Orchestration and Mastery) are distinguished. (3) An analysis of the context allowing the Open Marketing deployment is offered. (4) The inputs flow coming from the suppliers’ network is disaggregated into marketing resources, capabilities and competences, thus illustrating the assets that can be captured by marketing employees in the Open Marketing process. Study 2 is a case study of an “Organized” Open Marketing organization and an “Intuitive” Open Marketing organization. It shows that the relational structure in which Open Marketing is deploying influences the inputs captured, as well as the process through which these inputs are gained. Finally, the thesis shows to marketing organizations that it can be interesting to engage in an opening process and to deploy an Open Marketing capability in order to develop marketing employees’ knowledge and competences, without supplementary expenses, thanks to the marketing suppliers’ network
Massiera, Philippe. "Les ressources marketing au sein des PME : identification des facteurs expliquant leur présence et étude de la performance résultant de leur organisation". Thesis, Paris 1, 2015. http://www.theses.fr/2015PA010063.
Texto completoThe importance of assets and marketing capabilities on performance is largely acknowledged but questions remain regarding the resources endowments and complementarities, especially within SMEs. On a theoretical level, these two research questions stem from the same efforts to solidify the micro-foundations of the RBV. These topics are of particular importance for SMEs given their structural and organizational specificities. The present study therefore studies the presence and the organization of two marketing assets (the reputation and the customer relationship capital) and two marketing capabilities (the support and specialized marketing capabilities) within a representative sample of French SMEs. The study of the influence of internal and external contingency factors on the presence of these four resources does not confirm the determinism of the structural factors (such as size and age) but confirms the crucial role of factors such as the human capital characteristics and the strategic profile. The study of the causal relationships complementarities among the four resources demonstrates the importance of certain organizational linkages and the crucial influence on performance of the architectural marketing capabilities. In order to better contextualize these conclusions, an inductive classification of three marketing configurations is proposed and discussed. This research contributes to the existing literature through the development and the validation of several new scales and the innovative use of a PLS Path Modeling approach to identify three classes of marketing resources configurations
Mitsche, Nicole. "Digital destination promotion : understanding and maximizing the use of digital and cultural assets to enhance tourists' decision making and destination marketing strategies". Thesis, University of Sunderland, 2016. http://sure.sunderland.ac.uk/7105/.
Texto completoLipovská, Zuzana. "Problematika Goodwill jako nedílné součásti hodnoty stavebního podniku". Master's thesis, Vysoké učení technické v Brně. Fakulta stavební, 2019. http://www.nusl.cz/ntk/nusl-392217.
Texto completoMilewicz, Chad. "Market-Based Asset Management and Shareholder Value: Investigating the Roles of Human Capital and Factor Markets in Maximizing Returns on Customer Relationships". Doctoral diss., Orlando, Fla. : University of Central Florida, 2009. http://purl.fcla.edu/fcla/etd/CFE0002769.
Texto completoШардина, С. А. y S. A. Shardina. "Оценка эффективности внедрения event-маркетинга на промышленных предприятиях : магистерская диссертация". Master's thesis, б. и, 2021. http://hdl.handle.net/10995/100712.
Texto completoTraditional direct advertising loses its effectiveness over time, in this regard, companies are looking for non-standard and creative ways to promote, one of which is event marketing. The aim of the master's thesis is to develop a methodological basis for improving the functioning of an enterprise through the implementation of event marketing. The paper discusses the methodological features of assessing the effectiveness of event marketing, current trends and opportunities to increase the competitiveness of enterprises through the organization of special events. Scientific research and methodological literature and regulatory legal acts were used as sources. In the master's thesis, a methodological approach to improving the efficiency of the functioning of industrial enterprises was proposed, based on the proposed algorithm for implementing event marketing and the formed system of indicators of its effectiveness, as well as the economic justification for holding event events, including the choice of a priority option between outsourcing and insourcing with the transfer of part of the current expenses for long-term depreciation deductions of intangible assets, which will contribute to improving the efficiency of enterprises.
Jackevičiūtė, Neringa. "Lietuvos bankininkystės plėtra ir jos intelektiniai ištekliai". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20090204_110400-95423.
Texto completoThe theme of Master’s Work is actual today because it has been generally noticed that there is a growing difference between the organization’s market value and the real value, traditional measurements of profit are no longer able to reflect the current situation correctly as they calculate only a profit and not – the added value. The new point in this theme is being carried out by the relation between traditional profit measurements and non-financial calculations of intellectual assets efficiency, which is being analysed in order to reveal whether non-financial indicators are capable to represent the information about the successful activity of a bank. The object of the research – the effective use of intellectual assets. The subject of the research – the importance of intellectual assets in further development of banking sector. The goal formulated for this work is to define the importance of intellectual assets in growth of banking sector and also to foresee further stages of development. The tasks that are formulated for this work: 1. To define the concept of intellectual assets and to analyse its definitions in literature; 2. To reveal the importance of intellectual assets for an organization; 3. To analyse the measurement methods of intellectual assets and compare them to traditional profit measurement methods. 4. To foresee further development stages of banking sector, by using the information which has been collected via calculations of intellectual assets. The... [to full text]
Kraft, David J. "A needs asses[s]ment of risk control services for Rotterdam International Safety Center, the Netherlands". Online version, 1999. http://www.uwstout.edu/lib/thesis/1999/1999kraft.pdf.
Texto completoCarvalheiro, Andreia Cristina Matias. "Experience marketing : desenvolver relações assentes em experiências e emoções : caso : super bock super rock". Master's thesis, FEUC, 2010. http://hdl.handle.net/10316/14333.
Texto completoRačiūtė, Raminta. "Ilgalaikio materialiojo turto analizė UAB „Flamega“ pavyzdžiu". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050607_152428-79486.
Texto completoWillcocks, Geoff. "UK market efficiency and the Myners review : a univariate analysis of strategic asset allocation by industrial sectors". Thesis, Bournemouth University, 2006. http://eprints.bournemouth.ac.uk/10549/.
Texto completoLarochelle, Catherine. "Three essays on productivity and risk, marketing decisions, and changes in well-being over time". Diss., Virginia Tech, 2011. http://hdl.handle.net/10919/40379.
Texto completoPh. D.
LTRA-7 (Pathways to CAPS in the Andes)
Alsamaraie, Dureid y Emil Lejonqvist. "En överfull brevlåda : En undersökning om direktreklamens utvecklingsmöjligheter". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12241.
Texto completoPurpose The purpose of this essay is to identify new development opportunities for direct mail. What impact has direct mail on the companies? Method This essay we have chosen to implement is based on a deductive approach with a qualitative nature. We made this choice to be able to answer our research problem. We have conducted six interviews, to collect our empirical data, with managers in companies that are working or in contact with direct mail. Three of these were personal interviews, two telephone interviews and one was made by e-mail. Conclusions We have found that direct mail is still a very strong and very current marketing channel. Despite the stigma that direct mail has been received to be spam and junk mail it has something special to bring to the customers. Direct mail´s physical attributes creates a special feeling among consumers. Direct mail has several positive features, since we believe that it can both drive sales and build brands as long as its message is relevant to the consumer. For the relevance to be included in the message, companies have to deal with consumer privacy with respect. Companies can conform to consumer´s integrity by having a sufficiently close communication with the customer, which in time also strengthens the relationship. Companies communicate with customers through the addressed direct mail, which therefore has to be defined for us to develop. The potential is therefore in that the consumer can by using an internet based technology choose the advertising that they want in their mailbox. This permission marketing based solution helps companies to have a better look on their clients, which also could ultimately lead to strength consumer´s loyalty. As customers become more loyal so will the companies' success rates by mailing to be better. The total volume of direct mail will be reduced which leads to a better environment conditions, while companies distribution costs will be also decreased. When the percentage of satisfied customers grows, the profitability of companies will increase. Therefore, we believe that this proposal is something that both businesses and customers benefit from in the long run as the model contributes to a win - win situation where both parties end up being winners.
Blom, Anna, Cecilia Pettersson y Alexander Wasling. "Content - From Selling to Helping : A case study of how ICA's content marketing efforts can assist the consumers' consumption practices". Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30197.
Texto completoLovda, Kathryn Lynn. "THE OHIO BAR AND RESTAURANT RECYCLING TOOLKIT: A RESOURCE DESIGNED TO ASSIST BARS AND RESTAURANTS IN IMPLEMENTING AN EFFECTIVE RECYCLING PROGRAM TO HELP MEET OHIO’S DEMANDS FOR RECYCLED GLASS". Miami University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=miami1416995518.
Texto completoKetola, Rebecca y Sandra Norrman. "DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC". Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-162456.
Texto completoFogle, Andrew Brian. "Strategies for Graphic Design aimed at the Multiple Sclerosis Community: The Development of the Inclusion Framework to Assist in Design Thinking and Visual Communication Artifacts". Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1469843228.
Texto completoDe, Klerk Annalize. "Information the wine consumer wants on the back label of a wine bottle - to assist with the consumer's purchasing decision?" Thesis, Stellenbosch : Stellenbosch University, 2003. http://hdl.handle.net/10019.1/53468.
Texto completoENGLISH ABSTRACT: In an ever-increasing wme market in which the decision to purchase becomes increasingly complicated for the consumer of wine because of the greater variety of wines that are available on the shelves of wine shops, wine producers and marketers are compelled to differentiate their product from the rest of the products. This can be done by finding more and better ways of providing the consumer with correct information to support the decision to purchase. Such information should support the consumer in the place where the decision to purchase must be made, namely at the shop shelf. This is where the packaging, which includes the label, is the main source of information. Correct information is a relative concept and the aim of this study was to determine what the consumer regarded as the most important information on the back label of a bottle of wine. A questionnaire was compiled to collect such information and was distributed in the Boland region. Wine consumers who also are buyers of wine were asked to complete the questionnaires. The results of the study indicated that, although twenty options with regard to information, which were presented in the questionnaires, were all regarded as important, eight of these options were clearly given a greater degree of preference. The challenge presented to the winemaker and marketer is to exercise a selective choice with regard to the information to be accommodated in the limited area of the back label on a wine bottle to thereby adequately meet the consumer's need for information relevant to the particular wine
AFRIKAANSE OPSOMMING: In 'n steeds groeiende wynmark waar die koopbesluit vir die wynverbruiker steeds meer ingewikkeld raak as gevolg van die groter verskeidenheid wyne beskikbaar op die winkelrak, is die wynprodusent en -bemarker geforseer om sy produk van die res te differensieer. Dit kan gedoen word deur meer en beter metodes te vind om die verbruiker te voorsien van korrekte inligting om sodoende sy koopbesluit te ondersteun. Hierdie inligting moet die koper ondersteun waar hy die koopbesluit neem, naamlik by die winkelrak, dit is wanneer hy daar is dat die verpakking, wat die etiket insluit, die hoof inligtingsbron is. Korrekte inligting is 'n relatiewe begrip en die doel van hierdie studie was om te bepaal wat die verbruiker as die belangrikste inligting op 'n wyn rugetiket beskou. 'n Vraelys is opgestel om sodanige inligting te versamel en is in die Boland area versprei. Wynverbruikers wat ook self wyn aankoop, is versoek om die vraelyste te voltooi. Die resultate van die studie het daarop gedui dat, alhoewel al twintig inligtingsopsies in die vraelys as belangrik beskou was, daar duidelik agt opsies was wat voorkeur geniet het. Die uitdaging aan die wynmaker en -bemarker is om die selektiewe keuse te maak ten opsigte van watter van hierdie informasie hul op die beperkte ruimte van 'n wyn rugetiket sal kan akkomodeer om sodoende ook aan die verbruiker se inligitingsbehoeftes te voorsien, met inagname van beskikbare inligting rakende die betrokke wyn.
Kasputytė, Šarkauskienė Vita. "Bankininkystės sistema Lietuvoje". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050530_181613-61275.
Texto completoBertašiutė, Eugenija. "Balanso informacijos formavimas ir analizė". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050523_131615-61757.
Texto completoNorris, Samuel James. "Corporate Social Responsibility: A Financial Performance-Based Approach in Understanding CSR". Ohio University Honors Tutorial College / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1354842245.
Texto completoDamdindorj, Tamir y 譚米爾. "Marketing Assets to be used forDifferential Advantage:Mongolian Airlines (MIAT) Case". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/85e45x.
Texto completo大葉大學
國際企業管理學系碩士班
105
This research explores marketing assets as a tool for differential strategy in tourism sector, on the case of Mongolian Airlines (MIAT), a national Mongolian airline company based in capital city of Mongolia. The study considers competitive advantage through differentiation, marketing assets as independent variable, and consumer behaviour in tourism as a dependent variable. The study expects to see the positive relationship between marketing asset as a differential advantage, and a consumer purchasing behaviour. In other words, marketing assets could be the main reason that indirectly affects consumer buying behaviour. All intangible belongings that influence customers in their buying decision are considered as a marketing asset. In order to check the above relationship, quantitative research was applied to find out what marketing assets are crucial for the general market, together with clients and non-customers in affecting the purchase of an airline service. Then the study continues with identifying crucial marketing assets of Mongolian Airlines (MIAT), and measure perceived performance of the company compared to the market leaders. Hopefully, this research may provide the modest constructive reference with empirical evidence to the related organizations for developing Mongolian Airline industry and its international tourism.
Merino, Maria Cruz Srivastava Rajendra K. Srinivasan Rajashri. "The role of market-based assets in reducing corporate risk". 2004. http://repositories.lib.utexas.edu/bitstream/handle/2152/1371/merinod87378.pdf.
Texto completoSihi, Debika. "Uncovering key actors in the marketing-firm value link". 2013. http://hdl.handle.net/2152/21723.
Texto completotext
Merino, Maria Cruz. "The role of market-based assets in reducing corporate risk". Thesis, 2004. http://hdl.handle.net/2152/1371.
Texto completoBelder, Marcus. "Relational market based assets (of a firm) and their role in innovation adoption". 2008. http://arrow.unisa.edu.au/vital/access/manager/Repository/unisa:36825.
Texto completoCHEN, HUI-TING y 陳惠婷. "Revitalization of Religious Cultural Assets and Cultural Marketing Strategies - Taking Luzhou God as a Cultural Festival as an Example". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/g44wt6.
Texto completo國立臺北大學
公共行政暨政策學系碩士在職專班
107
In this paper, the Luzhou District Office won the “Taiwan Town Brand Award Cultural Heritage Innovation Award”. Its strategy of activating religious assets and its successful marketing experience are worth exploring. Cultural marketing is an important theoretical viewpoint to explore religious cultural assets. In this way, the marketing theory and religious practice activities are integrated to enhance the multi-value of religious culture. The cultural marketing structure 5Cs (Culture、Consumer、Convenience、Communication、Co-partner) discusses the Luzhou God of New Taipei City. The cultural sacrifices are used in the strategy of religious culture marketing, and use literature analysis, in-depth interviews, participatory observations and quantitative questionnaires to comprehensively analyze and propose relevant policy recommendations. This study found that: 1. The municipal government uses public sector resources to market and convert religious folk beliefs into artistic and religious assets. 2. The District Office plans to implement the cultural festivals of the gods through the public-private partnership network, and develop religious and cultural goods to show diversity and representativeness. 3.The participation of religious and cultural activities is not limited to believers. 4. Luzhou God will have unique cultural value. 5. Religious culture marketing gathers crowds through large-scale events. 6. Multi-channel marketing successfully promoted religious culture. 7. The partnership network is close and citizens participate actively.
Гареева, А. А. y A. A. Gareeva. "Социальные сети – источник формирования нематериального актива маркетинговых знаний на предприятии : магистерская диссертация". Master's thesis, 2017. http://hdl.handle.net/10995/53887.
Texto completoIn the course of the dissertation research, was revealed a lack of research of social networks in the field of formation of an asset of marketing knowledge, was made a study of the role of social media in the formation of an intangible asset of marketing knowledge. An algorithm for the formation of an intangible asset of marketing knowledge in an enterprise through social media was developed and tested.
Marquot, Antoine y Carolin Meyer. "Attractive, annoying or apathetic: Exploring the perception of the contemporary phenomenon of vegan advertisement : The associations of students in the south of Sweden with as vegan advertised assets". Thesis, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-89009.
Texto completoKUO, PO-JU y 郭泊汝. "Benefits of City Image and Cultural Assets Reproduction Based on Experiential Marketing Take the Chi Pao Dressing Experience in Tainan as an Example". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/fxpk5p.
Texto completo國立高雄科技大學
文化創意產業系
107
Urban characteristic development is one of the key areas of development in government’s long-term tourism development plans. The goals are to create tourist attractions to fetch in visitors, create business opportunities, and build a favorable city image. To respond to the advent of the New Economy era, companies are introducing the idea of creative regeneration to their businesses, devising adaptive strategies such as the “experience economy” and “cultural and creative elements”. This business model originates from the creative and cultural deposits and incorporates knowledge and aesthetics. In 2015, Tainan’s B&B owners put forth the “Chi-pao Dressing Experience” package, where they changed the “form” of cultural and creative products by making dynamic use of them. The Chi-pao Dressing Experience thus generated a massive influx of tourists and was widely reported by media both domestically and abroad, making it a new Tainan tourist attraction and verifying the influence of the experiential marketing strategy. Therefore, this study explored the business strategies devised by business owners to integrate traditional culture with urban atmosphere in order to add value to the industries and inaugurate new cultural trends. To investigate the effect of experiential marketing on the introduction of traditional culture to cultural and creative products, literature review was conducted to understand the experiential marketing principles, and in-depth interviews were conducted with experts to analyze the business philosophy of Chi-pao Dressing Experience providers concerning the fusion of city image and traditional culture. Post hoc questionnaire results showed that tourists who underwent the Chi-pao Dressing Experience were willing to spend more time in Tainan, and would even propose a self-initiated way of touring Tainan in Chi-pao to discover the urban features. The study results verified the effect of experiential marketing on the introduction of traditional culture to the cultural and creative industry, which allowed customers a first-hand experience of the cultural connotation. Also, experiential activities facilitated cross-industry cooperation, thus connecting different professions and allowing them to share customers, and eventually reducing the fixed costs for all. The combination of city image and cultural and creative industry gave birth to new thematic highlights in tourism and added distinctive features to cities, indicating that business owners may not only enjoy immediate results but also inspire tourists to engage in other experience-related activities by using experiential marketing to “revitalize” traditional culture. A continual feeling of freshness from the experiential activities is sustained by the interaction of the business owners and their customers, and thus the regenerative benefits for urban development and the cultural and creative industry are created. It is hoped that the models and results presented in this study can serve as valuable contributions to the introduction of traditional culture to the cultural and creative industry.
Ribeiro, Joaquim Eduardo Pinto. "Are joint controlled assets and jointly controlled entities similar arrangements?: A case study in the oil and gas industry in Angola". Master's thesis, 2010. http://hdl.handle.net/10071/3726.
Texto completowei-yin, Lee y 李威穎. "An alternative to assess the fit between marketing organization characteristics and competitive strategy". Thesis, 2005. http://ndltd.ncl.edu.tw/handle/18928659375400751875.
Texto completo國立中興大學
企業管理學系研究所
93
Small and medium enterprises are one of the locomotives of economic development in Taiwan. They also create large number of career opportunities making our society stable and wealthy. Taiwan is famous for its successful economic experience in the world. But the trend of globalization changed the industrial environment and causes more intense competition. These revolutions deeply influence the enterprises’ operational performance. SMEs within the same industry provide products or services with high homogeneity. Besides, they also face a lot of problems such as small scale and narrow market, high cost and low quality, capital shortage and finance difficulty, lack of human resources and technology laggard, hardly available equipment and row materials, low willingness for R&D and so forth. Therefore, currently, how to produce superior performance became an important issue. This study involves the concept of fit. Therefore, it tried to employ neuro fuzzy to solve these problems and employed the concept of fit to discover different implications. The focus of this study is on whether variables have non-linear relationships, whether different configuration will output equifinality and whether cross terms in regression equation may have explanatory bottleneck. According to the results, it is expected to discover factors that lead to superior or inferior performance for small and medium enterprises in Taiwan. In this study, it can be found that the organization structure is no statistical significance. It means that only business strategy and task types have influence on performance. This is because that the study’s subject is small and medium enterprises in Taiwan. Their organization structure is not so mature that would impact on performance. Moreover, the prediction power of NF is better than regression’s. It can provide a reliable result to predict whether business will lead to failure. Businesses having inferior performance are in this study, they can improve their performance by rules block which they can clearly understand themselves where the weakest link in the company is.
Liu, Hui y 劉蕙. "Applying Clustering Analysis and Sequential Pattern to Assist Database Marketing Strategy". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/67584259694912448138.
Texto completo元智大學
資訊管理學系
94
Enterprise success depends on the ability to efficiently understand and timely response to customer consumption behavior. Database marketing is to analyze customer consumption messages obtained from the customer transaction database, and development of marketing strategies and related activities. This work comprises a case study of Company Z. Based on the firm business and data characteristics, this work first provides the process and steps involved in devising database marketing strategies, as well as the architecture of the database marketing model. The architecture uses a mixture of clustering analysis and sequential pattern to process customer segmentation and product categorization, respectively. This work not only presents a measurement of customer loyalty and studies how price and promotion activities affect the customer; but also analyses the experimental results as reference of advanced marketing strategy. We believe that segmentation analysis and using different marketing strategies based on clusters can improve customer loyalty.
Almeida, Cosme Edgar da Fonseca. "Avaliação financeira de marcas : um método baseado na resposta dos stakeholders". Master's thesis, 2019. http://hdl.handle.net/10400.14/28553.
Texto completoThe present dissertation is part of a research project of the Catholic University and specialized partners that seeks, from the state of the art on financial brand valuation, to define a method to extract its value from the response of the stakeholders responsible for the financial gains that the brand can generate. The text is based on two complementary articles from this research group, which were accepted and presented by the author at international conferences in 2018. The first article presents the basis of the evaluation method adopted, based on a triadic semiotic approach that breaks the brand into identity, object and response. The evaluation of the brand corresponds to the quantification of the response to it, at the cognitive, affective and behavioral level (marketing value). The financial level corresponds to the cash flows generated by the behavior of the different stakeholders (financial value). The second article presents the method itself, proposing an evaluation based on a questionnaire applied directly to the stakeholders, which allows us to obtain two basic indicators for financial evaluation: the influence of trademark and the influence of risk. The influence of trademark estimates the cash flows in two scenarios, with and without the trademark identifying the activities of the brand, using a Markovian simulation process. The influence of risk calculates a multiplier that increases or decreases the rate of updating of the estimated cash flows, increasing or decreasing the risk (β) associated to the brand activity sector (s). The risk multiplier is inversely proportional to the preference of the brand, quantified from a Fishbein matrix constructed with the drivers' preference factors and competing brands evoked by stakeholders. We believe that this research route represents a differentiating path in the practice of financial brand valuation, since the current alternatives are based heavily on expert opinions, data collected from top management and also on questions whose subjectivity seems to us to be at least questionable that the answer to such data should be taken to define with reasonable accuracy the financial value of the brand.
Menezes, Rita Margarida da Silva Lima de Oliveira. "Marketing relacional assente no marketing interno: a influência das competências de coaching do líder nas respostas dos colaboradores". Master's thesis, 2016. http://hdl.handle.net/10400.8/1908.
Texto completoHuang, Yi-ping y 黃怡苹. "The Impacts of Relationship Marketing and Quality of e-Commerce Platform on Customer Asset Specificity". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/80391325386245932343.
Texto completo世新大學
企業管理研究所(含碩專班)
101
The way to maintain a strong relationship between customers and distributors in the electronic components and industrial products sectors and to improve customer’s willingness to repurchase is to provide quality service and execution. Therefore, not only should distributors exploit the e-commerce platform to draw the attention of their customers, but create a positive image by cultivating good relationships between service personnel and customers. This will also encourage customers to make purchases, which is the key factor of a company’s operational performance. This research takes a look at the factors that influence a customer’s willingness to repurchase in the electronic components and industrial products sector. Two aspects adopted in this research are the relationship marketing aspect of service personnel and the service quality of the e-commerce platform. This research tries to understand and discuss the impacts of the two aspects on the asset specificity of customers and connections among relationship marketing of service personnel, service quality of e-commerce platform, asset specificity of customers and customer’s willingness to repurchase. The research concludes by taking a look at management’s effectiveness because it provide some reference for distributors as there are making their marketing strategies. In this research, 257 valid internet questionnaires were collected for descriptive statistic analysis, factor analysis, reliability analysis, validity analysis, and regression analysis to verify the hypothesis. The results of this research are as follows: 1. The relationship marketing has a positive & significant influence on customer’s asset specificity 2. The quality of e-commerce platform has a positive & significant influence on customer’s asset specificity 3. The relationship marketing has a positive & significant influence on repurchase Intention 4. The quality of e-Commerce platform has a positive & significant influence on repurchase Intention 5. The customer’s asset specificity has a positive & significant influence on repurchase intention Finally, according to the results of this analysis, this research proposes suggestions for practical application, future research, and explains the contributions to this report.
HSIEH, CHEN-HSUN y 謝政勳. "Research on the Relationship between Relationship Marketing and Customer Loyalty-Asset Management company customer as an example". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/fan48m.
Texto completo東吳大學
企業管理學系
107
This study aims to explore the relationship between relationship marketing and customer loyalty. It is desirable to be able to influence the customer loyalty by providing the relationship marketing value of the relationship to the customer through the service delivery through the one-to-one situation. This study used the questionnaire survey method to sample the individuals provided by the Taiwan Investment Trust as an empirical object of professional services, and the research object was based on the credit customer as the parent group, and the questionnaire related to relationship marketing and customer loyalty. For research tools. A total of 152 formal questionnaires were issued, and 150 valid questionnaires were collected. The SPSS 22.0 Chinese version of the software was used for statistical analysis. The main findings are as follows: First, different genders will affect the perception of customer relationship marketing as a whole and structural relationship marketing. Different levels of education affect the marketing, marketing, and marketing relationships of customer relationship marketing. Different ages, average monthly income, and investment experience will affect the overall relationship and customer perception of customer relationship marketing. Second, different genders will affect customers' perceptions of affinity and extroversion personality traits. Different average monthly incomes will affect the overall, affinity, rigor, extroversion and openness of the customer's personal traits. Different ages, education levels, and investment experience will affect the customer's personality traits and the various facets of the direct marketing consultants. Third, different genders will not affect the overall customer loyalty and the various facets. Different ages, education levels, average monthly income, and investment experience will affect the overall customer loyalty and various facets. Fourth, there is a positive correlation between the overall relationship of marketing and the various aspects of personality and personality traits and customer loyalty. There is a positive correlation between the various facets of personality traits and the various facets of customer loyalty. Fifth, the personality traits of direct sales consultants have a significant impact on customer loyalty. Open personality traits have a significant positive impact on customer loyalty. Sixth, the relationship marketing of investment letters has a significant impact on customer loyalty. Social relationship marketing has a positive impact on the various aspects of customer loyalty. Structural relationship marketing has a positive impact on behavioral loyalty. Extrovert personality traits have a positive impact on attitude loyalty.
Huang, Cheng-Liang y 黃振樑. "Applying the Google Analytics to Assist Blog Marketing: A Case Study of Computer Books". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/04842038945000657444.
Texto completo實踐大學
企業創新發展研究所
96
Since 2004, besides WEB 2.0 - the hottest topic in network, the application and development of "Blog" has been more paid attention also. With the basic ability of computer operation and experience of web browsing, users can easily build theirs own blog. It is much easier than setting up one's "personal website", and substituted for personal website. Moreover,Blog is a robust network mass media day by day for businesses or marketing personnel to directly communicate with customers and to offer a marketing platform. It was my pleasure to publish two tool books about how to operate the Software "Ulead VideoStudio" in video editing during my MBA study and to apply Blog to be the main marketing tools. This research utilized researcher's experience in "Blog Marketing" two years ago and cooperated with Google's free "Google Analytics" and Books Bookstore's "AP strategic alliance". Computer Books are comprehensive through case study in the processes and effects of using Blog Marketing and assistance/ limitation of Google analytics for blog marketing. Finally, the purpose of research would provide suggestions and tactics to apply Blog Marketing base on the research results and researcher's experience to serve as a valuable reference for authors, publishers and even for the whole publishing industry.
YANG, YING-TZU y 楊櫻姿. "A Study on An Association Assist Its Member to Elevate Marketing Efficiency Through Utilization of Modern Tools". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/kqv9hm.
Texto completo國立臺灣科技大學
工業管理系
94
With a prosperous IT industry, Taiwan is the world's fourth largest producing country, with approximately 90% of its production from export. Taiwan is internationally well-known for its OEM/ODM capabilities, and therefore most Taiwan companies compete to obtain orders from overseas in order to maximize production volume and survive in the international market. However, technologies change with each passing day, product demands are highly diversified with very short life cycle and can easily be replaced by other substitutes, manufacturers face the challange of low profit margin and hyper competition. In response, they must increase their flexibility in customization and cost, as well as to emphasize Time to Market, Time to Channel, and Time to Volume. Since Taiwan consists of mostly SMEs with very limited marketing resources, industry specific associations play a very important supporting role, and how these associations establish or find an efficient yet economically effective collective marketing tool is even more essential. Purpose of the research is to understand current development of Taiwan's electronic marketplace and industry's view on its future outlook. Further analysis can then be done in order to find out the difficulty or help encountered when advancing electronic marketplance in a certain industry and also to foresee a possible operation model. Especially during the stage of developing overeas market, it helps to obtain cost effective marketing tools, and industry associations very much play the role of a unseen hand to provide such useful tools.
YEH, RYH-YANG y 葉日洋. "Research on Tourism Marketing Strategy of Taiwan Railway Cultural Assets:A Case Study of the cultural Park of Hualien". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ajxu88.
Texto completo臺灣觀光學院
觀光與餐旅管理研究所
107
Railway is the largest and complete transportation infrastructure in Taiwan. In recent years, the preservation of cultural assets has also been highly valued by all parties. How to achieve sustainable development through the development of cultural tourism is an important issue facing various cultural parks. The Hualien Railway Cultural Park is a county-level monument. It is the only remaining intact railway base in Taiwan. It has important memories of its civilized development and the rise and fall of the history of the region. After the establishment of the Railway Cultural Park, the most important thing is to formulate a tourism marketing strategy. In order to allow the park assets to survive forever, this study focuses on the theory of cultural tourism marketing. Through literature collection and other case analysis, the industry and academia are invited to conduct interviews, and the factors of SWOT are analyzed and analyzed to derive the TOWS matrix. This study believes that the WO strategy should be adopted to use external opportunities to improve internal disadvantages, and the development of the centrally-led park as a whole is the strategic goal of choice for the railway cultural park. At the same time, dialogues are held with the competent authorities through railway fans and in-depth tourism demanders. , expanding its topicality as a strategic focus. Under the WO strategy, we developed a suitable marketing strategy as a reference for the development of the Hualien Railway Cultural Park.