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- Brand name products -- Marketing | Brand choice -- Small business | Brand name products -- Valuation -- Management | Small business -- Growth (1)
- Branding (Marketing) | Food industry and trade -- Marketing | Public relations (1)
- Relationship marketing | Customer relations | Strategic planning (1)
- Social media -- Economic aspects | Online social networks -- Economic aspects | Internet marketing | Viral marketing (1)
- Youth -- Alcohol use | Youth -- Alcohol use. -- Ireland | Alcoholism -- Teenagers -- Prevention | Advertising and youth | Health behavior in adolescence (1)
Articles 1 - 5 of 5
Full-Text Articles in Business
A Comparative Study Of How Social Media And Web 2.0 Tools, Such As Facebook, Twitter And Viral Marketing, Can Be Used By Small Businesses, To Integrate A Business Strategy Of Augmenting The Company Profile And Awareness With Their Publics, Robyn Foley
Theses
The object of this dissertation was to explore the public relations techniques implemented by small businesses located in Cork.
An Analysis Of The Contribution Of Public Relations To The Growth Of The Ballymaloe Brand., Avril Desmond
An Analysis Of The Contribution Of Public Relations To The Growth Of The Ballymaloe Brand., Avril Desmond
Theses
The aim of this dissertation was to explore the public relations techniques of Ballymaloe and determine the effectiveness of these techniques on the Ballymaloe brand. Relevant literature was explored and the subjects the subjects that were encountered included public relations traditional and new media avenues.
The research methodology constituted quantitative analysis. Interviews were the primary research tools, with media analysis being used to back it up. The data was analysed using content analysis procedures.
The conclusion identified that, Ballymaloe are inadequate in implementing two way communications with their strategic publics. The research highlighted the relaxed attitude towards their public relations …
An Examination Of Relationship Marketing Strategies In Department Stores., Suzanne Hanley
An Examination Of Relationship Marketing Strategies In Department Stores., Suzanne Hanley
Theses
The purpose of this thesis is to examine relationship marketing strategies in department stores. The objectives of relationship marketing strategies are to make customers feel special (Dwyer et al. 1987) to feel as though the company cares for them (Tzokas and Saren, 1997) and wants to satisfy their individual needs (Buttle, 1996). This thesis sets out to ascertain the effectiveness of various relationship marketing strategies adopted by department stores and to generate theory regarding future customer retention strategies for the industry.
Indications of the effectiveness of relationship marketing are derived through qualitative and quantitative methods employed in the study. In …
An Investigation Into The Role Of Social Marketing In Preventing Adolescent Drinking., Cian Long
An Investigation Into The Role Of Social Marketing In Preventing Adolescent Drinking., Cian Long
Theses
In recent years, there has been increased concern about the level of alcohol abuse by Irish teenagers. Countless studies have shown that underage drinking is now becoming an epidemic. Up to 100 million young people around the globe are alcohol dependent and another 400 million drink to excess. Research has shown that early onset of alcohol use can lead to alcohol dependency, violence, absenteeism, crime and subsequent health problems. It is estimated that alcohol related problems cost the Irish economy €2.65 billion in 2003. Unfortunately, this alcohol problem is not going to vanish or disappear. Alcohol has become Ireland’s number …
Brand Development By Small Firms, Aoife Hackett
Brand Development By Small Firms, Aoife Hackett
Theses
The thesis explores the process of developing and managing brands. Particular emphasis is placed on how small enterprises gain recognition and acceptance for brands, the obstacles they encounter and how they surmount these obstacles.
In a review of the literature, brand management strategies and the value of brand loyalty to a business were discussed. Brand equity and measurement and measures of brand equity were also reviewed.
Interviews were conducted with large successful firms to discover arrangements and processes they employ to maintain market support, to extend the coverage or application of their brands to new product versions or new segments, …