Marketing Commons^™

Social Media As A Marketing Tool For Business Operations, Katharina Jung

Theses

The purpose of this study was to elaborate different social media tools and their benefits as well as their risk for marketers.

An increasing number of companies use social media for their purposes and Internet users spend plenty of time with social media.

The use of social media is on the rise and cannot be ignored anymore. It is more cost-effective than traditional media marketing and distribution as well as other interactive marketing. Traditional media is struggling, but there is a connection between traditional and social media, which shows that these two relate to each other and influence the overall …

A Framework For Analysis Of Spatial Specialisations Of Industry, John Hobbs

Theses

Concentrations of firms in an industry sector within a geographic space or region have exercised the minds of economists for more than 100 years. Several models attempt to analyse the interactions and dynamics of such concentrations. Industry clusters (Porter, 1990) and industrial districts (Becattini 1978, Piore and Sabel 1984, Scott 1988a 19886, Storper 1989) are well known examples.

Yet debate continues about the validity of such models and how they function. While cluster theory has many adherents, spatial boundaries of a cluster and its determinants of competitive advantage remain controversial. Several variants of industrial district have been analysed, and according …

The Application Of Social Marketing In Increasing Blood Donation Among Donors And Non Donors: The Case Of Third Level Students., John Healy

Theses

In today’s society, blood donation is dependent on the goodwill of people to voluntarily donate blood without financial reward. There is a continuous need for new blood donors, because the demand for donor blood is increasing, whereas the supply of blood is declining. Three thousand blood donations are needed in Ireland every week. Maintaining an adequate supply is the biggest challenge. Only 3.6% of the population in the Republic of Ireland donate blood. This leaves an enormous potential blood donor base, which if tapped into and maintained could lead to an adequate reserve of donations to meet the transfusion needs …

The Use Of Social Marketing Messages In An Anti-Tobacco Context: An Investigation Of Irish Female Adolescents, Barry Griffin

Theses

The WHO (2008) report states that although tobacco deaths rarely make headlines, tobacco kills one person globally every six seconds. Tobacco kills a third to a half of all people who use it, on average 15 years prematurely. Today tobacco use causes 1 in 10 deaths among adults worldwide - more than 5 million people a year (Murray and Lopez, 2006). The Irish Office of Tobacco Control’s research has confirmed that initiation into smoking is largely a childhood phenomenon. More than 75% of all smokers in Ireland started to smoke before they reached the age of 18 (HBSC Ireland, 2006). …

The Role Of Public Relations In Integrated Marketing Communications, Claire Healy

Theses

This study is concerned with analysing the integration of public relations and marketing practices currently being undertaken by various organisations in Ireland. The concept of integrated marketing communication has been debated in the literature and in organisations for many decades.

This study employs both primary and secondary research methods on gathering findings that focus on the increasingly fundamental role of public relations in marketing initiatives, and highlights the areas where conflict and tension exist. These conflicting areas are having a negative effect on organisations maximising from this integration.

This research gathered both public relations and marketing perceptions on how the …

The Application Of Viral Marketing To The Irish Film Industry, Stephen O'Mahony

Theses

The research examines the concept of viral marketing and in particular, its application to the Irish film industry. It explores the merits of viral marketing as a promotional technique for Irish film and the associated online social media channels through which viral messages are disseminated. Further to this, the study identifies the extent to which viral marketing and online social media have been adopted by Irish consumers and enterprise. Given that viral marketing is still in its relative infancy, the research also takes a conceptual approach so that it contributes to the continued understanding of the practice in general.

A …