Public Relations and Advertising Commons^™

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

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

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, …