Rozprawy doktorskie na temat „Societal marketing”
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Guimarães, Antonio Fernando. "Marketing verde e a propaganda ecológica: uma análise da estrutura da comunicação em anúncios impressos". Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-19102006-153357/.
Pełny tekst źródłaThis work presents an analysis of a sample of printed environmental ads attained from companies of several economic sectors. The purpose was to analyse the implicit structure of such an ads; its environmental appeals; the depth of the ecologic matter was treated by the researched companies. It satarts with a careful analysis of the theory concerning the social responsibility; the strategic and operational marketing concepts; the societal marketing and the relationship of the integrated marketing communications and the green marketing. As analytical framework was used a convenience sample of printed ads and by a multivariate data analysis using the MDS Multidimensional Scalling technic, a perceptual mapping was built to positioning the companies in terms of similarity judments. Another multivariate technic Hyerarchical Cluster Analysis was used as to define, in the perceptual mapping, the clusters that contain the companies that was characterized as to be homogeneous among themselves.
Mulcahy, Natasha. "Investigating the relationship between consumer societal knowledge and the purchase of socially-conscious products: Testing the assumptions of the societal marketing concept". Queensland University of Technology, 2005. http://eprints.qut.edu.au/16135/.
Pełny tekst źródłaVeliaj, Erjola, i Brittany Holtsinger. "Corporate Image Enhancement in Extractive Industries. : LAMCO case through a societal marketing perspective". Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-19126.
Pełny tekst źródłaCarbonari, Junior Antonio Carlos. "Marketing ambiental: uma abordagem sob a perspectiva do desenvolvimento sustentável perante organizações da região nordeste do RS". reponame:Repositório Institucional da UNIVATES, 2009. http://hdl.handle.net/10737/73.
Pełny tekst źródłaMade available in DSpace on 2009-05-11T13:19:22Z (GMT). No. of bitstreams: 1 AntonioCarbonari.pdf: 2106221 bytes, checksum: 4dcd62051e2bffd685d033fd8945dc2c (MD5)
Neste período, em que se tem observado profundas e significativas transformações organizacionais ocorridas em concomitância com as questões e problemas ambientais de âmbito global, o presente trabalho teve como objetivo em um primeiro momento, aprofundar através de um estudo exploratório de caráter bibliográfico o histórico, a evolução e os principais conceitos sobre desenvolvimento sustentável, juntamente com uma abordagem das motivações e criticas da adoção desta questão filosófica e sua permeabilidade nas organizações como assunto estratégico, outro fator foi às relações praticas de responsabilidade que as organizações destinam a sociedade, caracterizando alguns problemas potenciais e sua estrutura referente ao meio ambiente. O referencial teórico ainda tratou do tema marketing analisando suas formas, abordagens evolutivas, conceitos, tendências em relação ao mercado passando pelas suas aplicações societal, social e finalmente ambiental. Em um segundo momento o que ofereceu encaminhamento a esta pesquisa foi à realização de um estudo qualitativo por meio de entrevistas semi-estruturadas com empresários e gestores tomadores de decisões estratégicas e de questões ambientais em suas organizações. Sendo que dezesseis companhias, dos mais diversos setores da economia do norte gaúcho, participaram da busca pela identificação e análise do conhecimento que as mesmas possuem sobre o desenvolvimento sustentável e o marketing com ênfase ambiental, bem como o posicionamento assumido por elas no mercado e comunidade que estão inseridos observando a utilização das questões do estudo e suas conexões práticas. Espera-se com este trabalho explicitar o caráter estratégico do marketing ambiental perante o desenvolvimento sustentável e ampliar a reflexão sobre a possibilidade de se aplicar esta ferramenta como fator de ganho sócio-ambiental.
Liao, Mei-Na. "The operationalisation of the marketing concept in a nonprofit context : a study of societal orientation in UK general charities". Thesis, University of Exeter, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.414035.
Pełny tekst źródłaAdam, Nadine. "Analysis of new luxury, societal changes and implications for the marketing of automotive premium brands at the beginning of the 21st century". Thesis, University of the West of Scotland, 2017. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.763525.
Pełny tekst źródłaBerthaud, Stéphanie. "Efficacité d'une publicité de soutien : effet de l'articulation du parrainage et rôles médiateurs de la congruence perçue, de l'inconguence perçue et de la crédibilité du parrain". Thesis, Grenoble, 2013. http://www.theses.fr/2013GRENG014.
Pełny tekst źródłaThis research takes place in the context of cause sponsoring by a brand, and more precisely within the framework of environmental issue advocacy advertising. It aims in particular at answering the following question: how to improve the efficiency of advocacy advertising? Previous research highlighted the major role played by perceived congruency/incongruency between the sponsor and the sponsored entity, but this concept has been still discussed for more than thirty years in the marketing literature (Fleck and Maille, 2010; Maille and Fleck, 2011). The objectives of this research require to better understand the concept and its measure (studies 1 and 2). Study 3 uses in an original way the tetraclass approach to propose a new conceptualization of the concept based on the identification of elements that contribute to congruency and to incongruency. Based on these results, two measurement tools allowing to separately capture perceived congruency and perceived incongruency are proposed (study 4). Then this research examines through an experiment (study 5) to what extent and how sponsorship articulation (the explanation of the link between the sponsor and the sponsored entity) can influence behavioral intentions toward the supported cause. The results underline that perceived congruency, perceived incongruency and sponsor credibility mediate the effect of sponsorship articulation on behavioral intentions toward the supported cause but throughout a different effect on perceived congruency and on perceived incongruency: 1/sponsorship articulation influences positively sponsor credibility due to an increase in perceived congruency and a decrease in perceived incongruency between the brand and the not commercial organization, 2/ the effect of perceived congruency on behavioral intentions toward the cause is not explained by sponsor credibility while the effect of perceived incongruency is explained by sponsor credibility
Wisansing, Jutamas. "Tourism planning and destination marketing : towards a community-driven approach : a case of Thailand". Lincoln University, 2004. http://hdl.handle.net/10182/671.
Pełny tekst źródłaGustafsson, Filip, i Matilda Sparrenhök. "Företagens krishantering under samhällskriser : Betydande faktorer för hanteringen". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-35122.
Pełny tekst źródłaAim: This study aims to explore the management of a societal crisis by firms. Which factors are important as to not expose the firm of turning the societal crisis into a full-blown brand crisis? The study explores how these factors affect the actual crisis management during the covid-19 pandemic and the shape these considerations take. Design: A qualitative method was applied. Data was collected through open-ended interviews with nine persons in leading positions with knowledge of the firms' management during the covid-19 pandemic. Results and conclusion: The study shows that management during societal crises differs from the management during a brand crisis. While the factors that influence the management during a societal crisis are the same as during a brand crisis the importance of each factor changes. This work further shows that focusing on the employees as the single most important aspect of crisis management during a societal crisis can help the firm avoid facing a brand crisis. Contributions of the thesis: This study expands the crisis management research and provides new insight into a scarcely researched area when it comes to crisis management during societal crises. What factors are important from a marketing perspective to contain the effects of a societal crisis and avoid turning it into a brand crisis. Suggestions for further research: A suggestion is to study firms that have been negatively affected by the covid-19 pandemic to make comparative analysis and validate the findings from this study.
Sengès, Eloïse. "Antécédents, manifestations et effets du Bien Vieillir Désiré sur la consommation des seniors". Thesis, Paris Sciences et Lettres (ComUE), 2016. http://www.theses.fr/2016PSLED033.
Pełny tekst źródłaAging well is now a key stake for senior marketing, yet this concept remains little investigated by consumer research. A new concept is introduced in marketing research: Desired Aging Well (DAW), which refers to the psychological, physical, social and financial objectives, pursued in the quest for aging well. This research provides a reliable and valid bifactor measurement model for Desired Aging Well, in four dimensions: general DAW, physical DAW, social DAW and financial DAW. Its influence is tested on eight consumer behaviors related to the following sectors: food, e-health, plastic surgery, leisure, financial investments, social networks and dating sites. The Desired Aging Well scale and the overall antecedents-manifestations-effects model are validated on a sample of 900 French senior people aged from 50 to 80. The results suggest the development of a new marketing approach for seniors: aging well marketing. Its investigation and implementation are rooted in four key concepts: Desired Aging Well, perceived aging, adjustment to aging expectations and aging well consumption
Robson, Julie. "Building society marketing strategies : the role of service image". Thesis, University of Plymouth, 1991. http://hdl.handle.net/10026.1/2488.
Pełny tekst źródłaGoneos-Malka, Amaleya. "Marketing to young adults in the context of a postmodern society". Thesis, University of Pretoria, 2011. http://hdl.handle.net/2263/30427.
Pełny tekst źródła- Whether young South African adults (Generation Y) exhibit postmodern behaviour, in the context of today’s postmodern culture.
- How young South African adults (Generation Y) use digital media?
- How to leverage the unique properties of digital media in marketing communication efforts directed towards young South African adults (Generation Y)?
- To question the application of modern marketing and/or marketing communication theories in postmodern society. In so doing, it suggested that in any given era marketing theories should be representative of the target society, therefore inferring the need to adjust existing theories and their application or formulate new ones that are representative of the specific era.
- To empirically determine whether Generation Y are exhibiting characteristics indicative of postmodern society.
Thesis (PhD)--University of Pretoria, 2011.
Marketing Management
PhD
Unrestricted
Goneos-Malka, Amaleya Catherina. "Marketing to young adults in the context of a postmodern society". Thesis, University of Pretoria, 2002. http://hdl.handle.net/2263/30427.
Pełny tekst źródła- Whether young South African adults (Generation Y) exhibit postmodern behaviour, in the context of today’s postmodern culture.
- How young South African adults (Generation Y) use digital media?
- How to leverage the unique properties of digital media in marketing communication efforts directed towards young South African adults (Generation Y)?
- To question the application of modern marketing and/or marketing communication theories in postmodern society. In so doing, it suggested that in any given era marketing theories should be representative of the target society, therefore inferring the need to adjust existing theories and their application or formulate new ones that are representative of the specific era.
- To empirically determine whether Generation Y are exhibiting characteristics indicative of postmodern society.
Thesis (PhD)--University of Pretoria, 2011.
Marketing Management
PhD
Unrestricted
Zhao, Zun Yan. "An investigation of materialism in contemporary Chinese society". Thesis, University of Macau, 2006. http://umaclib3.umac.mo/record=b1636796.
Pełny tekst źródłaHiggins, Matthew. "Moral engagement : critical theory, ethics and marketing". Thesis, Keele University, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.368979.
Pełny tekst źródłaHaglund, Holst Maximilian, i Ludvig Jorikson. "Influencer marketing : En analys av en marknadsrättslig gråzon". Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-144906.
Pełny tekst źródłaSerna, Cruz Lilibeth Milagros. "La comunicación integrada de marketing para generar recordación de marca. Caso: campaña realizada por Impulso Corp para la Sociedad Peruana de Marketing". Bachelor's thesis, Universidad Nacional Mayor de San Marcos, 2018. https://hdl.handle.net/20.500.12672/8096.
Pełny tekst źródłaLa experiencia se desarrolló en un primer momento en el Área de Comunicaciones, la cual tenía como finalidad generar oportunidades de comunicación de alto impacto a sus clientes. Posteriormente, se conforma el área de Marketing, Investigación y Monitoreo, la cual tenía como objetivos brindar soporte al área de comunicaciones, generar recordación de marca a los clientes y establecer relaciones de largo plazo con ellos. En ese sentido, el objetivo está enfocado en convertirse en los aliados estratégicos de sus clientes, brindándoles soluciones creativas a sus necesidades de comunicación y aportando a sus objetivos de negocio mediante una adecuada gestión de la comunicación integrada de marketing.
Trabajo de suficiencia profesional
Rönngren, Bianca. "Influencer marketing : Reklamidentifiering och särskilda intressen". Thesis, Stockholms universitet, Juridiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157003.
Pełny tekst źródłaSöderqvist, Patrik, i Alexander Tönnäng. "Influencer marketing : En analys om reklamidentifiering och medverkansansvar". Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-67705.
Pełny tekst źródłaKlee, Christopher. "AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society". Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299572.
Pełny tekst źródłaMed hjälp av programmatisk reklam och artificiell intelligens får kunder och individer reklam som är specifikt utformade för just dem. Användningen av underliggande användardata ger upphov till etiska dilemman. Således, har vi följande problemformulering: Hur påverkar programmatisk reklam användarnas data och åsikter, och vilken effekt har detta på den fortsatta utvecklingen av området? Med avsikt att vidareutveckla problemformuleringen utfördes expertintervjuer samt en litteraturstudie. Analysen visar att programmatisk reklam utgör majoriteten av all digital marknadsföring. Detta har resulterat i fördelar för marknadsförare, ty användarna kan bli bemötta mer precist. Icke desto mindre, medför detta legala problem relaterat till användardata och ett ökat kraf av dataskydd för användaren, vilket är något som får stort fokus av stora tech företag. På grund av den konstanta utvecklingen av denna metod, föds nya möjligheter, exempelvis "kontextuell riktad marknadsföring", för att fortsätta vara en effektiv marknadsföringsmetod. Därmed, redogör denna rapport för en mer reglerad spelplan där användarna får en bättre överblick och kontroll över hur deras användardata utnyttjas, samt en mindre inskränkt åsiktspåverkan, vilket är något som skulle kunna ske genom knappnålsfin riktad marknadsföring. Dock är utvecklingen för programmatisk reklam förutspådd ljus, då andra områden inom medielandskapet kommer att genomsyras av denna teknologi i framtiden
Nost, Eric. "COUNTING ON THE ENVIRONMENT: MEASURING AND MARKETING ECOSYSTEM SERVICES IN OREGON". UKnowledge, 2013. http://uknowledge.uky.edu/geography_etds/9.
Pełny tekst źródłaCheang, Sin Wai. "Toward a drug free society : social marketing as a tool in drug prevention efforts in Macau". Thesis, University of Macau, 1998. http://umaclib3.umac.mo/record=b1636698.
Pełny tekst źródłaGreenslit, Nathan P. "Pharmaceutical relationships : intersections of illness, fantasy, and capital in the age of direct-to-consumer marketing". Thesis, Massachusetts Institute of Technology, 2007. http://hdl.handle.net/1721.1/62963.
Pełny tekst źródłaCataloged from PDF version of thesis.
Includes bibliographical references (p. 278-289).
This dissertation is a multi-sited ethnography among marketers, consumer-patients and psychiatrists in the U.S. It explores the recent history of styles of pharmaceutical advertising that have come about in response to FDA regulations and ethical issues raised by patients and the press about how the pharmaceutical industry shapes drug research. Specifically this dissertation explores the role of direct-to-consumer drug marketing (DTC) in the consumption and experience of antidepressants, including a cultural shift in the U.S. towards how the consumer negotiates new ethical injunctions to manage his or her own identity through pharmaceuticals. A key focus is how marketers carve out their own ethical niche from which they innovate on ways to persuade consumer audiences with scientific facts that double as public relations. This dissertation gives special attention to how individuals encounter and incorporate the putative neuroscience of DTC advertising of antidepressants to negotiate their personal knowledge of illness, and to manage their identity, everyday practices, and professional pursuits. From these ethnographic encounters I have identified "illness," "fantasy," and "capital" as three key themes for my analysis of DTC marketing. In turn I have combined the very different literatures on illness (which address patient advocacy movements and health care seeking and questions of how medical diagnoses can be deployed as social norms), fantasy (which address psychoanalytic conceptions of desire and self, as well as semiotic understandings of consumption), and capital (which address health care market competition, and negotiations with the FDA over truth in advertising). In sum, this dissertation offers a thick description of "ethical identity management" in the contemporary landscape of U.S. pharmaceutical consumption.
by Nathan P. Greenslit.
Ph.D.in History, Anthropology, and Science, Technology and Society (HASTS
Minhas, Kanwar Bhart Raj Singh. "The impact of technology on marketing building society services - a comparative analysis of customers' and managers' attitudes : an empirical investigation of customers' and managers' attitudes toward the application of new technology in marketing building society services in Britain". Thesis, University of Sheffield, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.243937.
Pełny tekst źródłaBrétéché, Pierre-Joseph. "Actions publiques et territoires innovants : analyse de la construction des chemins de la compétitivité par les managers territoriaux : le cas du pays d'Aix". Thesis, Aix-Marseille 3, 2011. http://www.theses.fr/2011AIX32102.
Pełny tekst źródłaThis research considers the understanding and representation of the phenomenon of territorial competitiveness. The thesis is an hybrid exploration of new phenomenon studied by the Public Management and may be included analysis of the contexts, contents and processes used. Territorial competitiveness is understood as a framework, not a fact. The complexity approach is to re-build practices effectively implemented by managers through a territorial confrontation of theory and empiricism. The first part formalizes a conceptual and methodological framework for the management of territorial competitiveness. As a transdisciplinary approach, the outlines of public policy-making are defined for the competitiveness of territories. The overall heuristic axiom allows the consideration of the influences of contexts according to a market logic and society logic. Idiosyncratic and diachronic dimensions of territorial competitiveness are defined to analyze contents and processes of the subject of research. Thus, the mechanical and biological analogies allow a better understanding of the emergent management modalities.The second part goes over the empirical test. A longitudinal case study based on two embedded units of analysis is conducted at Aix-en-Provence. Four modalities of territorial competitiveness management have been found. The boundaries lines of public policy-making are defined by the growth of continuous additions. The packages of services emerge from the construction of collaborative arenas by managers through proactive public policies projects. The transition from market logic to society logic is provided by a form of societal proximity that emerges from the territorial public policies. The erection of an arena to lead intentions finalized of heterogeneous actors goes through a local chain of innovation between managers. The local ecosystem of innovation is constituted by the embedding of personal networks of each manager and for linking heterogeneous structures with different purposes. This ecosystem must be managed to ensure the sustainability of the system of territorial competitiveness. Tree types of territorial competitiveness governance would appear concurrently: flexible, differentiated and shared. The first one type will mix the paths of prosperity with those of competitiveness (differentiated). The second type may allow the dialogical processes of public policy-making to arbitrate between polarization and dispersion of productive activities (flexible). The last one may permit the kinetic energy to deploy in an area to be competitive through the construction of an arena of convergence of intentions by social proximity (shared)
La, Perna Francesco. "Strategie di Social Media Marketing delle società sportive professionistiche: un indice di esposizione applicato ai teams NBA". Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/8840/.
Pełny tekst źródłaBob, Clifford Allan 1958. "The marketing of rebellion in global civil society : political insurgencies, international media, and growth of transnational support". Thesis, Massachusetts Institute of Technology, 1997. http://hdl.handle.net/1721.1/10239.
Pełny tekst źródłaMaia, Gabriel Monteiro da Fonseca Leal. "A estratégia do marketing viral no laço social contemporâneo". Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/17053.
Pełny tekst źródłaConselho Nacional de Desenvolvimento Científico e Tecnológico
The present work had as its main purpose to investigate, under the lacanian psychoanalytic notion of discourse as a form for enjoyment implementation on social bonds, the way in which the modality referred to as "viral marketing" largely employed in the Internet fuses with the technical properties of networked digital media, and its use by the subjects under contemporary capitalist historical context, to yield its diffusing objectives. For such a task, we have first conducted a bibliographical survey, divided into three chapters, and then made an analysis of viral marketing under contemporary social bonds (backed by two cases considered to be successful by professionals in the area). Regarding the researched bibliography, we first establish the relations between capitalism and discourses, sustained by views drawn from Jacques Lacan and other authors in Psychoanalysis. We then focus on the historic developments of strategies for stimulating consumption, especially held by advertising and marketing companies, and their merging with the technical developments of 20th century media and the advent of viral marketing. Later, we investigate the transformations held inside the capitalist mode of production and the abstraction of commodities in brands, examining how these transformations relate to contemporary media system and its use by the subjects. Finally, we place viral marketing under the social bond of the Discourse of the Master, where the market induces the know-how of social network users to spread media content amongst its social circles, propagating both image and brand s name (the virus)
O presente trabalho teve como objetivo principal investigar, a partir da noção psicanalítica lacaniana de discurso como meio de aparelhamento do gozo no laço social, o modo com que a modalidade denominada marketing viral realizada fundamentalmente pela Internet aliase, para colocar em prática seus objetivos, às propriedades técnicas dos meios de comunicação digitais conectados em rede e ao seu uso pelos sujeitos no contexto histórico do capitalismo atual. Para tanto, foram realizados um levantamento bibliográfico dividido em três capítulos e, posteriormente, uma análise do marketing viral no laço social contemporâneo (valendo-se de dois casos considerados bem-sucedidos por profissionais da área). Em relação à bibliografia pesquisada, primeiramente foram estabelecidas as relações entre o capitalismo e os discursos, valendo-se tanto das pontuações de Jacques Lacan quanto de articulações desenvolvidas por outros autores da área da psicanálise. Em seguida, dissertamos sobre o percurso histórico das estratégias de incitação ao consumo presentes na publicidade e no marketing e seu entrelaçamento com o desenvolvimento técnico dos meios de comunicação do século XX até o recente advento do marketing viral. Adiante, tratamos das transformações no modo de produção capitalista e da abstração da mercadoria em marca publicitária, discutindo o modo com que essas mudanças se relacionam com o sistema dos meios de comunicação contemporâneos e seu respectivo uso pelos sujeitos. Por fim, situamos o marketing viral fundamentalmente no laço social do Discurso do Mestre, onde o mercado ordena ao saberfazer dos sujeitos usuários das redes sociais da Internet que replique um determinado conteúdo midiático ao seu círculo de contatos, de modo a produzir a circulação da imagem e do nome da marca (o vírus)
Mitchell, Lorianne D. "Horse Before Carriage? The Role of Higher Education in Advancing Diversity and Inclusion in Society". Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/8327.
Pełny tekst źródłaYang, Zixuan. "Build an Active Foundation for Heavy Metal Subculture Community Success in Contemporary Society". University of Cincinnati / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1554212593057542.
Pełny tekst źródłaCortez, Estrada Liz Estefanía. "La percepción de las niñas de 12 a 17 años frente al mensaje del “femvertising” utilizado en la campaña “Proyecto para la autoestima” de Dove". Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653562.
Pełny tekst źródłaThe purpose of this work is to understand girls' perceptions of the "female empowerment" messages used in the Dove campaign. It will analyse how effective the message has been transmitted to the girls and how it has been received. They are the future target of the brand, and despite not being the buyers, it is proposed to generate changes in their attitudes or feelings. We will try to understand what values they have been able to rescue, in this stage full of changes that they going through, which the current buyers of Dove have already lived. For this reason, the social commitment behind this campaign will be studied. To do this, we will investigate the fields of perception, brand building and how this is bathed in the values of the hand of "pro-woman" discourses to reflect them. To do this, we will investigate the fields of perception, brand building and how this is bathed in the values of the hand of "pro-woman" discourses to reflect them in their advertising campaigns. In this way, we aim to analyse whether the target, in this case girls and adolescents, receive the message properly and if it was understood. Therefore, they are essential to conclude if the campaign was effective and if it arouses feelings or emotions in the girls. This is how we will be able to know what kinds of perceptions they present, how they connected and reinforced changes in them. For this reason, the study will use a qualitative methodology supported by interviews with the target.
Trabajo de investigación
Bruze, Liza, i Weng-San Angie Lee. "The shift from professionalism to commercialism in the auditing profession : “Everything in our society is commercialized”". Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48888.
Pełny tekst źródłaRakevicius, Edgaras, i Marjolaine Bert. "Exploring the Use of Internal Marketing Within Non Profit Organisations : The example of the Swedish Society for Nature Conservation". Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-13944.
Pełny tekst źródłaAlbertazzi, Sara. "Vogue China: lingua, mercato e società". Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020.
Znajdź pełny tekst źródłaMullatahiri, Vjosa. "Marketing Management in Non-Governmental Organizations in Kosovo : MBA-thesis in markeging". Thesis, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6528.
Pełny tekst źródłaThis paper presents the marketing management of the nonprofit sector as a prerequisite for NGO sustainability. It examines the existing literature on the nonprofit marketing, the current situation of the local NGOs in Kosovo with regards to the application of marketing. The research methodology follows the introduction and presentation of the research objectives. The theoretical background introduces the necessary baseline to analyze empirical findings. The empirical findings and analysis reveal that nonprofit sector in Kosovo does not have a holistic marketing approach. The focus of the research is to emphasize the importance of marketing orientation, segmentation, and planning at nonprofit sector. Moreover, NGOs should create, communicate and deliver values based on customers’ (beneficiaries, volunteers, and donors) needs.
As a result of this research, a marketing plan guide was prepared. The guide aims to educate NGOs in Kosovo about the benefits of having a holistic marketing approach and will serve as basis for further marketing planning.
Penrod, Joshua Morgan. "Innovating the Mind: Three Essays on Technology, Society, and Consumer Neuroscience". Diss., Virginia Tech, 2018. http://hdl.handle.net/10919/83364.
Pełny tekst źródłaPh. D.
Pupelienė, Janina. "Strategic directions for the development of academic libraries in the knowledge society". Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20071228_121731-20301.
Pełny tekst źródłaTinkamas žinių ir informacijos organizavimas bei valdymas šiandieninėje žinių ekonomikos visuomenėje pripažįstama kaip pagrindinis valstybės, organizacijos ir kiekvieno individo klestėjimo bei gerovės garantas. Aukštojo mokslo institucijos biblioteka (disertacijoje – akademinė biblioteka) žinių ekonomikos visuomenėje išlieka viena iš svarbiausių grandžių informacinio aprūpinimo infrastruktūroje. Pažymėtinas išskirtinis akademinės bibliotekos vaidmuo universitetinių žinių kūrimo ir ypač sklaidos procesuose. Visa tai skatina suformuluoti akademinių bibliotekų vystymosi kryptis įvertinant šias bibliotekas vadybiniu požiūriu. Ginamoje disertacijoje ištirtas akademinių bibliotekų vaidmuo žinių visuomenėje, šių bibliotekų kaip organizacijų samprata bei ypatybės, analizuojama šių bibliotekų strateginio valdymo patirtis. Pažangiausių pasaulio akademinių bibliotekų vystymosi tendencijų kontekste suformuluotos pagrindinės šių bibliotekų vystymosi strateginės kryptys, sukurtas akademinės bibliotekos vystymosi strateginių krypčių žinių visuomenėje teorinis modelis ir ištirtos šio modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybės. Modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybių tyrimas išryškino potencialias kliūtis, modernizuojant šias bibliotekas, ir svarbiausias aplinkybes, galinčias turėti įtakos tokio modelio įgyvendinimui. Apibendrinus teorinę ir empirinio tyrimo medžiagą suformuluotos išvados ir rekomendacijos. Teorinė akademinių bibliotekų... [toliau žr. visą tekstą]
Claeys, Barbara Marie André. "How do Flemish subsidized theatres use marketing to contribute to the reinforcement of the relation between the dance world and society". Master's thesis, Instituições portuguesas -- UTL-Universidade Técnica de Lisboa -- -Faculdade de Motricidade Humana, 2002. http://dited.bn.pt:80/29986.
Pełny tekst źródłaKjell, Mikaela, i Leo Sjökvist. "Föreställningen om reklam : Reklammakarnas syn på reklam år 2013". Thesis, Uppsala universitet, Institutionen för informatik och media, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-216806.
Pełny tekst źródłaPurpose: The purpose of this paper is to create an understanding of the ideas, beliefs and norms that shapes today’s advertising. Our ambition intends to describe the trends within parts of the advertising industry today and what has influenced the advertisers in the making of our chosen advertising campaigns. What strategic decisions lie behind the creation of advertising in our convergent media society? Method/Material: Our thesis is based on a qualitative research method where our empirical data is based on personal interviews. The study reflected three themes, which replicate our question about the strategic choices that underlie the creation of advertising. Our respondents represent two sides, first the individuals who have been involved from the funding companies or organizations. The other side is represented by people who somehow are active in the advertising industry to help us get an objective reflection. Main results: The study indicates that active media users and creators reflect the corporate strategies and advertising. The interest of the consumers are reflected in the participant perspective. Commercials that require viral spread must include exciting content to become viral.
Hetel, Ioana Laura. "Selves and Shelves. Consumer Society and National Identity in France". Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1211959481.
Pełny tekst źródłaTheben, Alexandra Dominique Danielle. "Playing with food: the impact of marketing via online games on children's behaviour". Doctoral thesis, Universitat Oberta de Catalunya, 2021. http://hdl.handle.net/10803/671651.
Pełny tekst źródłaEl marketing en juegos y advergames en línea ha sido objeto de críticas y preocupaciones. Los objetivos de este estudio fueron triples: analizar cuál es el estado actual del conocimiento sobre los impactos del marketing de alimentos en línea para niños y niñas; analizar las características de las técnicas de marketing en línea dirigidas a niños y niñas en los juegos y advergames en línea más populares; y comprobar el efecto de un advergame que promueve la fruta en el consumo posterior de fruta de niños y niñas. Con estos objetivos, el estudio también tuvo como objetivo suplir los vacíos de investigación actuales relacionados con la comercialización de productos alimenticios saludables utilizando las técnicas de comercialización en línea actualmente implementadas. Los resultados no proporcionaron evidencia de que los niños que jugaban un advergame con promoción de fruta consumieran más fruta en comparación con los niños que jugaban un advergame con artículos no alimentarios o estaban en condiciones de control. A pesar de que estudios previos han demostrado que los advergames que promocionan productos alimenticios aumentaron la ingesta de los productos alimenticios anunciados, no se pudo encontrar el mismo efecto para los advergames que promocionan frutas. Las implicaciones en el mercadeo en línea de productos alimenticios saludables se discuten y se describen recomendaciones para futuras investigaciones.
Marketing in online games and advergames has been subject to criticism and concerns. The objectives of this doctoral thesis were threefold: (1) analyse the current state of knowledge concerning the impacts of online food marketing to children; (2) analyse the characteristics of online marketing techniques directed at children in most popular online games and advergames; and (3) test the effect of an advergame that promotes fruit on children’s subsequent fruit consumption. With these objectives, the study also aimed to fill current research gaps related to the marketing of healthy food products using currently deployed online marketing techniques. The results provided no evidence that children who played an advergame promoting fruit consumed more fruit compared to those children who played an advergame with non-food items or were in the control condition. Despite the fact that previous studies have shown that advergames promoting food products increased the intake of the (often unhealthy) food products advertised, the same effect could not be found for advergames promoting fruit. Implications on online marketing of healthy food products are discussed and recommendations for future research outlined.
Ivaničová, Martina. "Ako sa predáva vzdelanie: analýza marketingových nástrojov používaných v školstve". Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205492.
Pełny tekst źródłaBoorsma, Miranda. "Kunstmarketing : hoe marketing kan bijdragen aan het maatschappelijk functioneren van kunst, in het bijzonder van toneelkunst in Nederland /". Groningen : Rijksuniversiteit Groningen, 1998. http://bibpurl.oclc.org/web/31615.
Pełny tekst źródłaMeyer, Paula. "Will the show go on? a marketing concept analysis of the management effectiveness of agricultural show societies in Australia /". View thesis, 2008. http://handle.uws.edu.au:8081/1959.7/35888.
Pełny tekst źródłaA thesis submitted to the University of Western Sydney, College of Business, School of Marketing, in fulfilment of the requirements for the degree of Master of Commerce (Honours). Includes bibliographical references.
Pedroso, Juliana Plocharski. "O papel da confiança e atitude na percepção da contribuição do marketing na qualidade de vida do consumidor: uma adaptação de estudo de Peterson, Ekici e Hunt ao contexto brasileiro". Universidade Federal da Paraíba, 2013. http://tede.biblioteca.ufpb.br:8080/handle/tede/7955.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
This work is an adaptation of Peterson, Ekici and Hunt (2010) research to Brazilian context. Its main objective was to investigate the influence of Consumer Trust and Consumer Attitude constructs in Business Contribution to My QOL construct. According to previous investigations, in economic development context similar to Brazilian, the Business Contribution to My QOL is a mediator construct among the first order construct QOL and second order constructs Consumer Trust and Consumer Attitude. The objective of this work was achieved through two steps: (1) the adaptation and validation of original scale, to the Brazilian reality and (2) the validation of the structural model using structural equation modeling. The scale adaptation was performed through twelve in-depth interviews, conducted between consumers and professionals related to marketing. As result, variables relevant to the Brazilian context were added to the original scale. The scale was verified through the techniques of Factor Analysis and Confirmatory Factor Analysis (CFA). A positive mediation was found between Business Contribution to My QOL and QOL constructs in the structural model. The relationship between Consumer Attitude construct and My QOL construct was negative. These relationships were similar to those found in the original study proposed by Peterson, Ekici and Hunt (2010).
Essa pesquisa realizou uma adaptação do estudo de Peterson, Ekici e Hunt (2010) ao contexto brasileiro. Seu principal objetivo foi investigar o papel da confiança e da atitude do consumidor na percepção da contribuição do marketing na qualidade de vida. Segundo investigações prévias, em contextos de desenvolvimento econômico similares ao brasileiro, o construto percepção da contribuição do marketing para a qualidade de vida é mediador entre o construto de primeira ordem qualidade de vida e os construtos de segunda ordem atitude e confiança do consumidor. O objetivo deste trabalho foi atingido após a operacionalização de duas etapas: (1) a adaptação e validação da escala, originalmente utilizada, à realidade brasileira e (2) a validação do modelo estrutural através da técnica de modelagem de equações estruturais. A adaptação da escala foi possível através da efetivação de doze entrevistas em profundidade, realizadas entre consumidores e profissionais ligados ao marketing, onde se agregou à escala original variáveis pertinentes ao contexto brasileiro. A escala foi verificada e validada através das técnicas de análise fatorial e análise fatorial confirmatória (CFA). O modelo estrutural apresentou relação positiva de mediação do construto “contribuição do marketing para a minha qualidade de vida”, entre a confiança do consumidor e a qualidade de vida. Já a relação de mediação do construto entre a atitude do consumidor e qualidade de vida, apresentou relação inversa. Essas relações foram similares às encontradas no estudo original.
Procházková, Nikola. "Návrh komunikačního mixu tenisového klubu". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377601.
Pełny tekst źródłaBrandão, Wanderberg Alves. "Consumo saudável: uma análise do comportamento do consumidor no contexto dos alimentos orgânicos". Universidade Federal da Paraíba, 2016. http://tede.biblioteca.ufpb.br:8080/handle/tede/8280.
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The responsible consumption and healthy consumption aims to balance the relationship between all stakeholders involved in an exchange ratio. In this research will be discussed aspects of sustainability, responsibility and the benefits associated with promoting the consumption of organic food. The main purpose is to analyze the factors that influence attitudes, purchase intent and willingness to pay of consumers for organic foods. The methodological procedures involved the construction of a structured questionnaire with items validated in previous studies of scales and adapted to the context of the research; the data were subjected to an exploratory analysis and, as a result, the structural equation modeling to test the theoretical model of the research was conducted, as well as other modeling techniques to test additional hypotheses of the research, such as beta regression, the quantile regression and simple linear regression. The results indicated that concern about health and food safety are two variables that significantly contribute to the formation of attitudes favorable to buying organic foods and that this in turn influences the purchase intention of the people. Positive attitudes in general, also influence the willingness to pay more for healthy food.
O consumo responsável e o consumo saudável almejam o equilíbrio da relação entre todos os stakeholders envolvidos em uma relação de troca. Nesta pesquisa serão discutidos aspectos de sustentabilidade, responsabilidade, bem como os benefícios associados à promoção do consumo de alimentos orgânicos. O propósito principal é analisar os fatores que influenciam as atitudes, a intenção de compra e a disposição a pagar do consumidor por alimentos orgânicos. Os procedimentos metodológicos envolveram a construção de um questionário estruturado, com itens validados em escalas de estudos anteriores e adaptados ao contexto da pesquisa; os dados foram submetidos a uma análise exploratória e, na sequência, foi realizada a modelagem de equações estruturais para testar o modelo teórico da pesquisa, bem como outras técnicas de modelagem para testar as hipóteses adicionais da pesquisa, como a regressão beta, a regressão quantílica e a regressão linear simples. Os resultados indicaram que a preocupação com saúde e com a segurança alimentar são duas variáveis que contribuem significativamente para a formação de atitudes favoráveis à compra de alimentos orgânicos e que esta, por sua vez, influencia na intenção de compra das pessoas. Atitudes positivas, em geral, também influenciam na disposição a pagar mais por alimentos saudáveis.
Harrison, Dominique N. A. "Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society". Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3774.
Pełny tekst źródłaGirdzijauskas, Andrius. "Socialinės atskirties mažinimas Lietuvoje: asmenų neturinčių pastovios gyvenamosios vietos poreikių įvertinimas ir jų socializacija". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20080122_094843-66569.
Pełny tekst źródłaPolicy of reducing social separation in European Union. Evaluation of the needs of homeless and their integration into society. Model of the social bottom in the Lithuania. Strategy of the integration in sociaty of persons in social separation.
Figueira, Rebeca Formiga. "Devo, não nego, pago quando puder: uma análise acerca dos fatores condicionantes no comportamento do consumidor endividado". Universidade Federal da Paraíba, 2013. http://tede.biblioteca.ufpb.br:8080/handle/tede/3837.
Pełny tekst źródłaCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
Marketing and society studies aiming to better comprehend consumer debt are of quite relevance as they effectively contribute to public policy making within regulatory agencies of credit, and also to consumer protection agencies that focus on financial consumer protection. In order to encourage research in this field, the objective of this study consisted on analyzing debt constraint factors. Accordingly, a theoretical framework was presented and a structural model of debt propensity, along with its antecedents found in the literature, specially the international one, was elaborated. Attitude towards money, attitude towards credit card, self control, compulsive buying, impulsive buying and debt propensity were the constructs analyzed in this research. As being a quantitative study, descriptive statistical analysis, psychometric analysis and multivariate analysis of structural equation modeling (SEM) were performed. The study s sample was constituted by 301 respondents, questionnaires were administered online using googledocs and its disclosure was made through e-mailing and social networks. Results show that there is a direct relation between self control and impulsive buying, and that power-prestige pursuit influence compulsive buying. The hypothesis concerning the direct influence of credit card attitude and consumer debt propensity was accepted. A need for marketing actions aiming to comprehend and help consumers to better understand credit card usage and rules was identified.
Estudos de marketing e sociedade com a finalidade de compreender melhor a questão do endividamento do consumidor mostram-se bastante relevante, na medida em que contribuem efetivamente no planejamento de ações por meio das agências reguladoras de crédito, bem como dos órgãos relativos à defesa do consumidor que visem à conservação financeira do consumidor. Com o intuito de fomentar pesquisas deste gênero, o objetivo deste trabalho consistiu analisar os fatores condicionantes do endividamento. Para tanto, foi apresentado um referencial teórico e elaborado um modelo estrutural de propensão ao endividamento do consumidor mediante alguns antecedentes dispostos na literatura, em especial, internacional. Os construtos que fizeram parte desta pesquisa foram: atitude frente ao dinheiro, atitude com cartão de crédito, autocontrole, compra compulsiva, compra impulsiva e a propensão ao endividamento. Por se tratar de uma pesquisa de cunho quantitativo, procedeu-se a análise estatística descritiva, análise psicométrica e a análise multivariada de modelagem de equações estruturais (SEM). A amostra da pesquisa foi de 301 respondentes, com aplicação na internet por meio da plataforma googledocs e divulgação através de e-mails e redes sociais. Os resultados apontaram uma relação direta entre o autocontrole e a compra por impulso, bem como igualmente a busca por poder e prestígio influência à compra compulsiva. Verificou-se a aceitação da hipótese que trata da influência direta da atitude com cartão de crédito na propensão ao endividamento do consumidor. Indica-se a necessidade das ações de marketing voltadas a compreender e auxiliar os consumidores quanto ao uso e regulamentos do cartão de crédito.