Browsing by Subject "Marketing"
Now showing items 1-20 of 119
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The Acceptance of Mass Customisation When Shopping Online in the US
(Dublin Business School, 2016)The question to be explored in this particular dissertation is whether or not mass customisation is the future of online retail. The researcher looked at the acceptance of mass customisation in the US through literature ... -
Age as an influencing factor for service recovery and compensation in the German public transportation sector
(Dublin Business School, 2013)The purpose of this thesis is to evaluate and analyse the attitude and behaviour of consumers of a certain age group towards service failures, service recovery and the elements that are included during the recovery process, ... -
An analysis of best digital marketing channels and strategies for event organizers in Dublin
(Dublin Business School, 2016)“An age is called Dark, not because the light fails to shine, but because people refuse to see it.” James A. Michener In this era with advancement in technology it becomes imperative for the marketers to be on the same ... -
An analysis of the key criteria driving the selection process for Swedish firms investing in sports sponsorship
(Dublin Business School, 2012)The use of sport sponsorship as a marketing tool and as a vital part in the promotional mix has grown incredible in the last decades. Furthermore, the impact that sport sponsorship can have on the audience is far greater ... -
An analysis of the sensorial marketing methods in the fashion retail sector
(Dublin Business School, 2013)The present research investigates the sensorial marketing strategy in relation to the fashion retail sector. The research examines the current literature made on sensorial marketing and emphasises the Abercrombie & Fitch ... -
The application of integrated marketing communications by micro enterprises in the Republic of Ireland
(Dublin Business School, 2013)This study has been carried out to analyse the application of integrated marketing communication campaigns within micro businesses. This research has addressed the impact that IMC can have on micro business and the practical ... -
Burgundy premium wines packaging influence on Business Master Degree students’ purchases in supermarket in Lyon (France)
(Dublin Business School, 2016)The wine industry has seen some major changes over the last decades that force French producers to react. In today’s competitive market, French wineries have to adapt their offer to the changing demand, especially younger ... -
Business-to-business, marketing : a revised model of marketing and communications effects
(Dublin Business School, 2013)Traditionally researchers and academics have differentiated industrial and consumer marketing. The dichotomy between these two fields of marketing has been investigated in literature for years. However, facing the growing ... -
Consumer Attitude towards celebrity endorsements on Social Media
(Dublin Business School, 2014)Since the inception of social media, it has been widely adopted by users of various demographics around the globe. Celebrities are among those that have adopted social media as a means of communicating and interacting with ... -
Consumer behavior concerning the e-business in the French pharmaceutical industry
(Dublin Business School, 2010)The aim of this research project is to analyze the way in which consumers act about their medicines purchase and to show that consumer behavior is one of the most decisive factors in the development or the failure of ... -
Consumers’ concerns around the issue of geolocation systems for mobile marketing
(Dublin Business School, 2016)Purpose: The purpose of this research is to investigate consumers’ attitudes toward and acceptance of the use of geolocation in mobile marketing. Methodology: The researcher adopted a survey strategy. A quantitative method ... -
The contemporary role of personal selling in airport airside retailing environment under the digital age
(Dublin Business School, 2015)Personal selling as part of marketing communication at airport retailing has always been playing a vital role in the interactive selling process. While with the consumer adaptation of social media and the pervasive trend ... -
COVID-19 and the dynamics of digital transformation: Reshaping the fashion industry
(Dublin Business School, 2021)The Covid-19 pandemic outbreak has had a major impact on the fashion industry. Fashion retail has suffered tremendously, and to survive, retailers have had to accelerate their digital transformation stages. This research ... -
Craft beer: marketing strategies to survive the bubble bursting
(Dublin Business School, 2018)The craft beer industry is one of the most rapidly growing industries in Ireland. Many new companies have established over the last few years. From humble beginnings, craft brewers who had a passion for producing artisanal ... -
Customer loyalty and customer retention in services industry with a specific focus on the restaurant industry
(Dublin Business School, 2007)Motivation: A lot of restaurant guess that service loyalty is important for future business growth but most of the time managers know neither ins and outs from customer loyalty nor the marketing strategy to set up to reach ... -
Customers' perception of service quality in the commercial banking sector of Nigeria : a case study of Skye Bank Plc. Nigeria
(Dublin Business School, 2010)The research study is an investigation into customer perceptions of service quality in the commercial banking sector of Nigeria: A case study of Skye Bank Plc. The overall goal of the study is to identify the level to which ... -
The customers’ perception of servicescape’s influence on their behaviours, in the food retail industry
(Dublin Business School, 2015)Purpose: The purpose of this research is to examine the influence of servicescape on consumers’ behaviour in the context of grocery shopping, in a comprehensive and concrete way. And explore physical and social dimension ... -
Developing marketing channel partner loyalty as a tool for building long term competitive advantage, with specific reference to the insurance industry
(Brunel University, 1996)Marketing channels are the less glamorous and poorer ‘cousins’ of the marketing mix. However in competitive markets with growing product commoditisation marketing channels are increasingly seen as effective differentiators. ... -
Digital marketing in the Irish construction industry
(Dublin Business School, 2016)The Irish construction industry has long been recognised as one of the main driving forces behind the Irish economy. The modern construction business is challenged with competing in this sometimes harsh, fragmented sector. ... -
A digital marketing strategy for the SAH Journal. Approach and findings
(Dublin Business School, 2016)The role of librarians is changing from purchasing content behind closed doors to facilitating access to high quality open access content. Research papers and academic articles are hidden behind technical, legal and financial ...