Marketing

"Marketing digitale: A Comprehensive Overview" svelerà il concetto di marketing digitale dagli anni '90 al 2023. Ciò significa che verranno raccontati tutti gli scenari passati e attuali del marketing digitale. Il digitale sta nascendo ogni giorno attraverso le sue ultime innovazioni e sta modificando il mondo del marketing. Questo libro passa in rassegna i modi tradizionali di fare marketing e discute le ultime tendenze di un marketing più intelligente. Si concentra anche su un ambiente tecnologico digitale con alcune tecnologie digitali che aiutano a rendere questo ambiente migliore. Inoltre, vengono trattati molti aspetti cruciali per il marketing digitale, come i moderni 10cs, il design e il software digitale, i canali e molti altri. I lettori di questo libro saranno meglio attrezzati per concettualizzare i concetti emergenti del marketing digitale e conosceranno il significato di un marketing più intelligente rispetto alle forme tradizionali di marketing. Questo libro include diverse abilità di marketing digitale e concetti più recenti che porteranno l'entusiasmo di imparare più cose grandi sul marketing moderno attraverso il marketing digitale, che fornisce molti vantaggi ai proprietari e offre un'enorme varietà di beni a tutti i clienti nel mondo di oggi.

"Marketing digital: A Comprehensive Overview" revelará la noción de marketing digital desde los años 90 hasta 2023. Esto significa que se narrarán todos los escenarios pasados y actuales del marketing digital. Lo digital está surgiendo cada día a través de sus últimas innovaciones y modificando el mundo del marketing. Este libro revisa las formas tradicionales de marketing y analiza las últimas tendencias de un marketing más inteligente. También se centra en un entorno tecnológico digital con algunas tecnologías digitales que ayudan a mejorar este entorno. Además, también se tratan muchos aspectos cruciales para el marketing digital, como las 10cs modernas, el diseño digital y el software, los canales y muchos más. Los lectores de este libro estarán mejor equipados para conceptualizar los conceptos emergentes del marketing digital y conocerán la importancia de un marketing más inteligente en comparación con las formas tradicionales de marketing. Este libro incluye diferentes habilidades de marketing digital, y los conceptos más nuevos que traerá emoción para aprender más grandes cosas acerca de la comercialización moderna a través del marketing digital, ya que esto proporciona muchas ventajas a los propietarios y ofrece una gran variedad de bienes a todos los clientes en el mundo de hoy.

"Digitales Marketing: A Comprehensive Overview" wird den Begriff des digitalen Marketings von den 90er Jahren bis 2023 aufzeigen. Das heißt, es werden sowohl die vergangenen als auch die aktuellen Szenarien des digitalen Marketings dargestellt. Das Digitale entsteht täglich durch seine neuesten Innovationen und verändert die Marketingwelt. Dieses Buch gibt einen Überblick über traditionelle Marketingmethoden und diskutiert die neuesten Trends im Bereich des smarten Marketings. Es konzentriert sich auch auf ein digitales technologisches Umfeld mit einigen digitalen Technologien, die dabei helfen, dieses Umfeld besser zu machen. Darüber hinaus werden viele Dinge behandelt, die für das digitale Marketing von entscheidender Bedeutung sind, wie moderne 10cs, digitales Design und Software, Kanäle und vieles mehr. Die Leser dieses Buches werden besser in der Lage sein, die aufkommenden Konzepte des digitalen Marketings zu begreifen, und sie werden die Bedeutung eines intelligenteren Marketings im Vergleich zu traditionellen Formen des Marketings kennen. Dieses Buch enthält verschiedene digitale Marketing-Fähigkeiten und neuere Konzepte, die Aufregung bringen wird, um mehr große Dinge über modernes Marketing durch digitales Marketing zu lernen, da dies viele Vorteile für die Eigentümer und bietet eine große Vielfalt von Waren für alle Kunden in der heutigen Welt.

"Cifrowoj marketing: Komplexnyj obzor" raskrywaet ponqtie cifrowogo marketinga s 90-h godow proshlogo weka do 2023 goda. Takim obrazom, opisywaütsq kak proshlye, tak i sowremennye scenarii razwitiq cifrowogo marketinga. Cifrowoj marketing poqwlqetsq kazhdyj den' blagodarq swoim poslednim innowaciqm i izmenqet mir marketinga. V knige rassmatriwaütsq tradicionnye sposoby marketinga i obsuzhdaütsq nowejshie tendencii w "umnom" marketinge. V nej takzhe udeleno wnimanie cifrowoj tehnologicheskoj srede s nekotorymi cifrowymi tehnologiqmi, kotorye pomogaüt sdelat' ätu sredu luchshe. Krome togo, rassmatriwaütsq takie wazhnejshie dlq cifrowogo marketinga aspekty, kak sowremennye 10-ki, cifrowoj dizajn i programmnoe obespechenie, kanaly i mnogoe drugoe. Chitateli ätoj knigi budut luchshe orientirowat'sq w nowyh koncepciqh cifrowogo marketinga i pojmut znachenie bolee intellektual'nogo marketinga po srawneniü s tradicionnymi formami marketinga. Kniga wklüchaet w sebq razlichnye nawyki cifrowogo marketinga i nowye koncepcii, kotorye pozwolqt uznat' bol'she o sowremennom marketinge s pomosch'ü cifrowogo marketinga, tak kak äto daet mnozhestwo preimuschestw wladel'cam i predlagaet ogromnyj wybor towarow wsem pokupatelqm w sowremennom mire.

"Marketing Digital: A Comprehensive Overview" revelará a noção de marketing digital desde os anos 90 até 2023. Isto significa que todos os cenários passados e actuais do marketing digital são narrados. Este digital está a surgir todos os dias através das suas últimas inovações e a modificar o mundo do marketing. Este livro analisa as formas tradicionais de marketing e discute as últimas tendências em marketing mais inteligente. Também se centra num ambiente tecnológico digital com algumas tecnologias digitais que ajudam a melhorar este ambiente. Além disso, são também abordados muitos aspectos cruciais para o marketing digital, como os 10cs modernos, o design e o software digitais, os canais e muitos outros. Os leitores deste livro estarão mais bem equipados para concetualizar os conceitos emergentes do marketing digital e saberão o significado de um marketing mais inteligente em comparação com as formas tradicionais de marketing. Este livro inclui diferentes competências de marketing digital e conceitos mais recentes que irão trazer entusiasmo para aprender mais coisas fantásticas sobre o marketing moderno através do marketing digital, uma vez que este proporciona muitas vantagens aos proprietários e oferece uma enorme variedade de bens a todos os clientes no mundo atual.

This book provides a comprehensive overview of the role of immersive technology with multiple sectoral perspectives, such as entertainment, education, health care, and more. It covers a detailed analysis of the latest trends and developments in the field. It encompasses practical insights on using immersive technology effectively through industry expert chapters, case studies, and real-world examples that demonstrate how immersive technology is being used in different industries. Chapters in this book are from academicians and industry professionals to create a fine balance of knowledge and practice perspective of today¿s immersive technology. It is written in accessible language that is easy for non-experts to understand. It focuses on the future of immersive technology, exploring its potential impact on society and the economy. It provides insights into the challenges and opportunities that lie ahead and offers predictions on how immersive technology will continue to evolve in theyears to come. It is a valuable resource for anyone learning more about immersive technology.

This book explores the concept of advertising and the different ways advertising is understood and evaluated. It dives deep into planning, designing, and executing advertising campaigns on different mediums. It discusses the theoretical and research parts of advertising by critically examining how over the years various hierarchical models and theories are developed by advertising experts.It examines various models and theories that explain why and how advertising is successful in persuading customers/target audiences to buy a product or accept an idea for behavioural change. It will help readers to understand the significance of advertising and consumer psychology which has a critical role in purchasing a product or an idea.

Research shows that 68% of small business owners find marketing overwhelming. Is this you? Are you a part of that 68%?

The experience of women's everyday lives in public relations roles across the world is under-recorded and under-explored. While the body of knowledge which explores public relations and corporate communications is growing, research that seeks to understand the working lives of women in promotional cultures is still limited. This collection prioritises women's experiences and histories to understand more about public relations practices and the daily lives of women who carry out this work.Demonstrating the breadth and range of feminist writing on women's work, chapters step away from management-based accounts of public relations towards a space where marginalised voices and the lived experiences of women at all stages in their career are foregrounded. Discussing working lives in Brazil, Spain, Bosnia, Turkey, the UK and beyond, authors consider in rich detail female roles, experiences and paradoxes.Reconceptualising human experience through a holistic feminist approach, Women's Work in Public Relations takes us behind the scenes to connect with women navigating the problems and contradictions of everyday working life.

As a scientist or engineer, do you find the concept of marketing your work daunting? Are you struggling to get your scientific breakthrough the attention and success it deserves?The Giant's Ladder, by Elizabeth Chabe, offers a pathway to do just that. This guide is specifically crafted for scientists stepping into leadership roles, marketing professionals within scientific organizations, and communication experts in research institutions. It provides a clear, insightful approach to sharing and promoting scientific innovations, products, and services.What's Inside? This book offers a structured approach to marketing, specifically tailored for science professionals. It starts with understanding your audience and extends to advanced concepts like product positioning, narrative development, and campaign planning. The content is rooted in real-world examples, providing actionable strategies that can be directly applied in professional settings.Key Features: Audience Insight: Learn how to accurately identify and understand your target market. Strategic Positioning: Uncover methods for competitive analysis and effective product positioning in science and technology sectors. Brand Storytelling: Explore methods to craft compelling brand narratives that connect with your audience. Campaign Development: Acquire insights on integrating creativity with analytical thinking in developing marketing campaigns. Channel Selection: Receive guidance on choosing the most effective channels for communication, including digital and traditional media. Event Strategy: Discover practical advice for making a strong impression-and maximizing limited budgets-at trade shows and conferences. Data Utilization: Understand how to leverage data and analytics to refine your marketing approaches and measure success effectively. Authored by Elizabeth Chabe, acclaimed strategic marketing expert and CEO of the award-winning science marketing agency High Touch Group, The Giant's Ladder is an indispensable resource for scientists and engineers looking to effectively market their innovations.

Book Description: "Digital Marketing Simplified: A Beginner's Guide to Online Success"Are you ready to unlock the secrets of digital marketing and embark on a journey to online success? In a world dominated by digital interactions, understanding the essentials of digital marketing is not just an advantage-it's a necessity. Whether you're an entrepreneur, small business owner, student, or someone eager to navigate the dynamic online landscape, this book is your comprehensive guide to mastering the fundamentals of digital marketing.Key Features:Demystifying Digital Jargon: No more feeling lost in a sea of technical terms. This guide breaks down digital marketing concepts into simple, easy-to-understand language, making it accessible for beginners.Step-by-Step Guidance: Follow a structured roadmap that takes you through the foundational principles of digital marketing, helping you build a strong understanding from the ground up.Strategic Frameworks: Learn how to craft a digital marketing strategy that aligns with your goals, whether it's increasing brand awareness, driving website traffic, or boosting sales.Core Channels Unveiled: Explore the key channels of digital marketing, including social media, search engines, email, and more. Discover how to leverage each channel effectively to reach your target audience.Real-World Examples: Gain insights from real-world examples and case studies that illustrate how successful digital marketing strategies have been implemented by businesses and individuals.Practical Tips and Exercises: Reinforce your learning with practical tips and hands-on exercises designed to enhance your understanding and application of digital marketing concepts.Your Roadmap to Success: The final chapters provide you with a clear roadmap to implement your newfound knowledge, empowering you to navigate the digital marketing landscape with confidence.Whether you're looking to establish an online presence, grow your business, or enhance your personal brand, "Digital Marketing Simplified" equips you with the knowledge and skills needed to thrive in the digital age.

La qualité est importante dans tous les domaines de l'économie, mais dans le secteur des services, elle occupe une place plus importante et très spécifique, car avant que le consommateur ne perçoive le produit, le service fourni par l'organisation est la première impression qu'il aura. L'objectif général de cette étude était d'évaluer la perception qu'ont les clients de la qualité des services fournis par les magasins Rota do Mar (siège social) et Moda Center à Santa Cruz do Capibaribe - PE. Afin d'atteindre l'objectif proposé, la méthodologie utilisée est descriptive, explicative, appliquée, bibliographique, d'étude de cas et de recherche sur le terrain. L'instrument utilisé était une enquête contenant une (1) question ouverte et facile à comprendre, qui a permis à un échantillon de quatre-vingt-un (81) clients grossistes d'exprimer leurs opinions sur ce qui pourrait être fait pour améliorer la qualité des services fournis par Rota do Mar.

La qualità è importante in tutti i settori dell'economia, ma nel settore dei servizi occupa un posto più importante e molto specifico, poiché prima che il consumatore percepisca il prodotto, il servizio fornito dall'organizzazione è la prima impressione che il cliente avrà. L'obiettivo generale di questo studio è stato quello di valutare la percezione dei clienti sulla qualità dei servizi forniti dai negozi Rota do Mar (sede centrale) e Moda Center di Santa Cruz do Capibaribe - PE. Per raggiungere l'obiettivo proposto, la metodologia utilizzata è stata di tipo descrittivo, esplicativo, applicato, bibliografico, di studio di caso e di ricerca sul campo. Lo strumento utilizzato è stato un sondaggio contenente una (1) domanda aperta e di facile comprensione, che ha permesso a un campione di ottantuno (81) clienti all'ingrosso di esprimere la propria opinione su ciò che potrebbe essere fatto per migliorare la qualità dei servizi forniti da Rota do Mar.

La Industria de Reuniones ha alcanzado su exitoso desarrollo. Se ha fijado firmemente en el centro del turismo como uno de los motores clave del desarrollo del sector y un importante generador de ingresos, empleo e inversión. Además de oportunidades de negocio clave, la Industria de Reuniones proporciona inmensos beneficios a la economía en general, ya que genera de media un mayor nivel de gasto, acorta la estacionalidad, contribuye a la regeneración de los destinos, difunde el conocimiento y potencia la innovación y la creatividad. Este tema ha sido estudiado sistemáticamente por la OMT durante más de una década en cooperación con los actores esenciales del sector. Entre los hitos del camino se incluyen la definición del alcance de la Industria de Reuniones y la metodología necesaria para la medición de su contribución económica. La industria de reuniones también suele denominarse industria M.I.C.E. El turismo MICE es la cúspide del turismo de negocios, cuyo objetivo es reunir a altos ejecutivos de todas las industrias en un ambiente de hospitalidad lujoso y hecho a medida.

Die Tagungsbranche hat ihre erfolgreiche Entwicklung abgeschlossen. Sie hat sich als eine der wichtigsten Triebkräfte für die Entwicklung des Tourismussektors und als wichtiger Generator von Einkommen, Beschäftigung und Investitionen fest im Zentrum des Tourismus etabliert. Die Tagungsindustrie bietet nicht nur wichtige Geschäftsmöglichkeiten, sondern auch immense Vorteile für die Wirtschaft insgesamt, da sie im Durchschnitt ein höheres Ausgabenniveau generiert, die Saisonalität verkürzt, zur Regeneration von Reisezielen beiträgt, Wissen verbreitet und Innovation und Kreativität fördert. Dieses Thema wird von der UNWTO seit über einem Jahrzehnt systematisch in Zusammenarbeit mit den wichtigsten Akteuren der Branche untersucht. Zu den Meilensteinen auf diesem Weg gehören die Definition des Umfangs der Tagungsindustrie und die für die Messung ihres wirtschaftlichen Beitrags erforderliche Methodik. Die Meeting-Industrie wurde früher auch als M.I.C.E.-Industrie bezeichnet. Deshalb sind M.I.C.E. und Tagungsindustrie eigentlich Synonyme.MICE-Tourismus ist der Höhepunkt des Geschäftstourismus, der darauf abzielt, Top-Führungskräfte aus allen Branchen in einer luxuriösen, maßgeschneiderten Gastfreundschaft zusammenzubringen.

La calidad es importante en todos los ámbitos de la economía, pero en el sector servicios ocupa un lugar más destacado y muy específico, ya que antes de que el consumidor perciba el producto, el servicio prestado por la organización es la primera impresión que tendrá el cliente. El objetivo general de este estudio fue evaluar la percepción de los clientes sobre la calidad de los servicios prestados por las tiendas Rota do Mar (sede) y Moda Center en Santa Cruz do Capibaribe - PE. Para alcanzar el objetivo propuesto, la metodología utilizada fue descriptiva, explicativa, aplicada, bibliográfica, estudio de caso e investigación de campo. El instrumento utilizado fue una encuesta que contenía una (1) pregunta abierta y de fácil comprensión, que permitió a una muestra de ochenta y un (81) clientes mayoristas expresar sus opiniones sobre lo que se podría hacer para mejorar la calidad de los servicios prestados por Rota do Mar.

Qualität ist in allen Bereichen der Wirtschaft wichtig, aber im Dienstleistungssektor nimmt sie einen noch wichtigeren und sehr spezifischen Platz ein, denn bevor der Verbraucher das Produkt wahrnimmt, ist der von der Organisation angebotene Service der erste Eindruck, den der Kunde erhält. Das allgemeine Ziel dieser Studie bestand darin, die Wahrnehmung der Kunden hinsichtlich der Qualität der von den Geschäften Rota do Mar (Hauptsitz) und Moda Center in Santa Cruz do Capibaribe - PE - angebotenen Dienstleistungen zu bewerten. Um das vorgeschlagene Ziel zu erreichen, wurde eine deskriptive, erklärende, angewandte, bibliographische, Fallstudien- und Feldforschungsmethode angewandt. Das verwendete Instrument war eine Umfrage mit einer (1) offenen und leicht verständlichen Frage, die es einer Stichprobe von einundachtzig (81) Großhandelskunden ermöglichte, ihre Meinung darüber zu äußern, was getan werden könnte, um die Qualität der von Rota do Mar angebotenen Dienstleistungen zu verbessern.

Industriq wstrech dostigla swoego uspeshnogo razwitiq. Ona prochno zanqla swoe mesto w centre turizma, qwlqqs' odnim iz klüchewyh drajwerow razwitiq otrasli i wazhnym generatorom dohodow, zanqtosti i inwesticij. Pomimo osnownyh wozmozhnostej dlq biznesa, industriq wstrech prinosit ogromnuü pol'zu äkonomike w celom, poskol'ku obespechiwaet w srednem bolee wysokij urowen' rashodow, sokraschaet sezonnost', sposobstwuet wozrozhdeniü destinacij, rasprostraneniü znanij, razwitiü innowacij i tworchestwa. Jeta tema sistematicheski izuchalas' JuNVTO na protqzhenii bolee desqti let w sotrudnichestwe s osnownymi uchastnikami otrasli. Vehi ätogo puti wklüchaüt opredelenie sfery primeneniq industrii wstrech i metodologii, neobhodimoj dlq izmereniq ee äkonomicheskogo wklada. Industriü wstrech prinqto nazywat' esche i M.I.C.E-industriej. Poätomu MICE-turizm - äto wershina delowogo turizma, cel' kotorogo - sobrat' wmeste rukowoditelej wysshego zwena wseh otraslej w roskoshnoj atmosfere indiwidual'nogo gostepriimstwa.

Kachestwo wazhno wo wseh sferah äkonomiki, no w sfere uslug ono zanimaet bolee zametnoe i wes'ma specificheskoe mesto, poskol'ku prezhde chem potrebitel' wosprimet towar, perwoe wpechatlenie u nego slozhitsq ot obsluzhiwaniq, predostawlqemogo organizaciej. Obschaq cel' dannogo issledowaniq zaklüchalas' w ocenke wospriqtiq pokupatelqmi kachestwa uslug, predostawlqemyh magazinami Rota do Mar (golownoj ofis) i Moda Centr w Santa Kruz do Kapibaribe - PE. Dlq dostizheniq postawlennoj celi ispol'zowalas' metodologiq opisatel'nogo, ob#qsnitel'nogo, prikladnogo, bibliograficheskogo, kejs-stadi i polewogo issledowaniq. V kachestwe instrumenta ispol'zowalsq opros, soderzhaschij odin (1) otkrytyj i ponqtnyj wopros, kotoryj pozwolil wyborke iz 81 (wos'midesqti odnogo) optowogo pokupatelq wyskazat' swoe mnenie o tom, chto mozhno sdelat' dlq powysheniq kachestwa uslug, predostawlqemyh kompaniej Rota do Mar.

A indústria das reuniões atingiu o seu desenvolvimento com sucesso. Fixou-se firmemente no centro do turismo como um dos principais motores do desenvolvimento do sector e um importante gerador de rendimentos, emprego e investimento. Para além das principais oportunidades de negócio, a indústria das reuniões proporciona imensos benefícios à economia em geral, uma vez que gera, em média, um nível de despesa mais elevado, encurta a sazonalidade, contribui para a regeneração dos destinos, difunde o conhecimento e reforça a inovação e a criatividade. Este tema tem vindo a ser sistematicamente estudado pela OMT há mais de uma década, em cooperação com os principais intervenientes do sector. Os marcos ao longo do caminho incluem a definição do âmbito da Meeting Industry e a metodologia necessária para a medição da sua contribuição económica. A indústria das reuniões também costumava ser designada por indústria M.I.C.E. É por isso que M.I.C.E. e Meeting Industry são, de facto, palavras sinónimas. Turismo MICE - é o pináculo do turismo de negócios, com o objetivo de reunir executivos de topo de todas as indústrias numa atmosfera de hospitalidade luxuosa e personalizada.

Quality is important in all areas of the economy, but in the service sector it occupies a more prominent and very specific place, since before the consumer perceives the product, the service provided by the organisation is the first impression the customer will have. The general aim of this study was to assess customers' perceptions of the quality of the services provided by the Rota do Mar (head office) and Moda Center shops in Santa Cruz do Capibaribe - PE. In order to achieve the proposed objective, the methodology used was descriptive, explanatory, applied, bibliographical, case study and field research. The instrument used was a survey containing one (1) open and easy-to-understand question, which allowed a sample of eighty-one (81) wholesale customers to express their opinions on what could be done to improve the quality of the services provided by Rota do Mar.

L'industrie des réunions a atteint son apogée. Elle s'est fermement ancrée au c¿ur du tourisme en tant qu'un des principaux moteurs du développement du secteur et un important générateur de revenus, d'emplois et d'investissements. Outre les opportunités commerciales clés, l'industrie des réunions offre d'immenses avantages à l'économie dans son ensemble, car elle génère en moyenne un niveau de dépenses plus élevé, réduit la saisonnalité, contribue à la régénération des destinations, diffuse les connaissances et renforce l'innovation et la créativité. L'OMT étudie systématiquement ce sujet depuis plus de dix ans, en coopération avec les principaux acteurs du secteur. La définition du champ d'application de l'industrie de la réunion et la méthodologie nécessaire à la mesure de sa contribution économique sont des étapes importantes de ce processus. L'industrie de la réunion est également connue sous le nom d'industrie M.I.C.E.. Le tourisme MICE est l'apogée du tourisme d'affaires, visant à rassembler les cadres supérieurs de tous les secteurs dans une atmosphère d'hospitalité luxueuse et sur mesure.

L'industria degli incontri ha raggiunto il suo sviluppo di successo. Si è saldamente posizionata al centro del turismo come uno dei principali motori dello sviluppo del settore e un importante generatore di reddito, occupazione e investimenti. Oltre alle principali opportunità di business, la Meetings Industry offre immensi benefici all'economia in generale, in quanto genera in media un livello di spesa più elevato, accorcia la stagionalità, contribuisce alla rigenerazione delle destinazioni, diffonde la conoscenza e migliora l'innovazione e la creatività. Questo tema è stato studiato sistematicamente dall'UNWTO per oltre un decennio in collaborazione con gli attori principali del settore. Tra le tappe fondamentali di questo percorso vi sono la definizione del campo di applicazione della Meeting Industry e la metodologia necessaria per misurare il suo contributo economico. L'industria dei meeting è stata chiamata anche M.I.C.E. Ecco perché M.I.C.E e Meeting industry sono di fatto sinonimi. Il turismo MICE è l'apice del turismo d'affari, con l'obiettivo di riunire i top manager di ogni settore in un'atmosfera di ospitalità lussuosa e su misura.

Ce travail de recherche analyse l'importance de la qualité de service dans le contexte de l'enseignement supérieur et son impact sur la rétention des étudiants, leur satisfaction, et leur réussite professionnelle. À travers une revue de la littérature, nous passons en revue plusieurs modèles et outils, tels que SERVQUAL, HEdPERF, SERVPERF, et E-S-QUAL, pour évaluer la qualité des services offerts par les établissements d'enseignement supérieur. Nous examinons également les facteurs médiateurs et régulateurs qui peuvent influencer la relation entre la qualité du service et la performance académique. Nos recherches mettent en évidence la nature complexe de la qualité de service, influencée à la fois par des facteurs académiques et extrascolaires. De plus, la confiance des étudiants et leurs intentions comportementales, comme la collaboration, la conformité, et la défense de leurs intérêts, sont fortement influencées par la qualité du service. Les universités ont la possibilité de mettre en place des actions ciblées pour améliorer l'expérience éducative de leurs étudiants en comprenant les interactions complexes entre la qualité du service et les résultats académiques.

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Mobile marketing is a marketing technique which uses established systems that give businesses the ability to communicate directly with customers through smartphones or other mobile devices. Small businesses lack experience in developing and using mobile marketing strategies to increase sales. The fundamental idea of mobile marketing is to improve the business marketing performance to maximize profits. The purpose of this qualitative case study was to explore how five small business marketers successfully created and implemented mobile marketing strategies to increase brand awareness and sales. The research focused on successful, small, independent businesses that have successfully used mobile marketing. This study is motivated by two research questions.(1) How are successful mobile marketing strategies created to increase brand awareness and sales? (2) How is mobile marketing used in the small business marketing communication mix? Participants were the primary people in charge of creating and implementing mobile marketing strategies for the small businesses

Este estudio investiga los estilos de aprendizaje y las preferencias de los estudiantes de posgrado de empresariales y propone futuros modelos de impartición de la enseñanza universitaria y métodos de aprendizaje. La investigación se lleva a cabo en la Southampton Solent University. Con el fin de examinar los estilos de aprendizaje y las preferencias de los estudiantes de posgrado de empresariales, se aplica un diseño de investigación descriptivo y exploratorio, y los métodos de investigación son cuantitativos y cualitativos. La investigación cuantitativa se aplica para identificar y medir los estilos y preferencias de aprendizaje de los estudiantes de posgrado de empresariales y la investigación cualitativa se utiliza para explorar estas preferencias en el contexto de los estilos de aprendizaje individuales. Por lo tanto, los métodos utilizados son la encuesta cuantitativa, las entrevistas en profundidad semiestructuradas y los grupos de discusión. Se ha llegado a la conclusión de que el aprendizaje no debe orientarse más hacia el aprendizaje en línea, sino que éste debe utilizarse como complemento de los métodos de enseñanza tradicionales. Sin embargo, como cualquier otra empresa de servicios, las universidades tienen que estar muy diversificadas y prestar el servicio cuando y como la gente quiera. Por lo tanto, la flexibilidad y la diversidad en la impartición de la enseñanza son hoy en día la clave del diseño de los cursos.

V dannom issledowanii izuchaütsq stili obucheniq i predpochteniq aspirantow-biznesmenow, a takzhe predlagaütsq buduschie modeli prepodawaniq i metodiki obucheniq w uniwersitete. Issledowanie prowoditsq w Sautgemptonskom uniwersitete (Southampton Solent University). Dlq izucheniq stilej obucheniq i predpochtenij aspirantow-biznesmenow primenqetsq opisatel'nyj i issledowatel'skij dizajn issledowaniq, a takzhe kolichestwennye i kachestwennye metody issledowaniq. Kolichestwennoe issledowanie primenqetsq dlq wyqwleniq i izmereniq stilej obucheniq i predpochtenij aspirantow, a kachestwennoe issledowanie - dlq izucheniq ätih predpochtenij w kontexte indiwidual'nyh stilej obucheniq. Takim obrazom, ispol'zuütsq takie metody, kak kolichestwennyj opros, polustrukturirowannoe glubinnoe interw'ü i fokus-gruppy. Byl sdelan wywod o tom, chto obuchenie ne dolzhno w bol'shej stepeni perehodit' na onlajnowoe obuchenie, onlajnowoe obuchenie dolzhno ispol'zowat'sq kak dopolnenie k tradicionnym metodam obucheniq. Odnako, kak i w lübom drugom biznese, swqzannom s okazaniem uslug, uniwersitety dolzhny byt' ochen' diwersificirowany i predostawlqt' uslugi togda, kogda i kak ätogo hotqt lüdi. Poätomu gibkost' i raznoobrazie form podachi uchebnogo materiala segodnq qwlqetsq klüchewym momentom pri razrabotke kursow.

Diese Studie untersucht die Lernstile und Präferenzen von postgraduierten Wirtschaftsstudenten und schlägt zukünftige Modelle für die Vermittlung von Lehr- und Lernmethoden an Universitäten vor. Die Untersuchung wird an der Southampton Solent University durchgeführt. Zur Untersuchung der Lernstile und -präferenzen von postgraduierten Wirtschaftsstudenten werden sowohl deskriptive als auch explorative Forschungsmethoden angewandt, und zwar sowohl quantitative als auch qualitative. Quantitative Forschung wird angewandt, um die Lernstile und -präferenzen von postgraduierten Wirtschaftsstudenten zu ermitteln und zu messen, und qualitative Forschung wird eingesetzt, um diese Präferenzen im Kontext individueller Lernstile zu untersuchen. Die verwendeten Methoden sind daher quantitative Erhebungen, halbstrukturierte Tiefeninterviews und Fokusgruppen. Es wurde festgestellt, dass sich das Lernen nicht mehr auf das Online-Lernen verlagern sollte, sondern dass das Online-Lernen als Ergänzung zu traditionellen Lehrmethoden eingesetzt werden sollte. Doch wie jedes andere Dienstleistungsunternehmen müssen auch die Universitäten sehr vielfältig sein und ihre Dienstleistungen anbieten, wann und wie die Menschen es wünschen. Daher sind Flexibilität und Vielfalt der Lehrangebote heutzutage der Schlüssel zur Kursgestaltung.

Este estudo investiga os estilos de aprendizagem e as preferências dos estudantes de pós-graduação em gestão e propõe futuros modelos de ensino universitário e métodos de aprendizagem. A investigação é efectuada na Universidade de Southampton Solent. A fim de examinar os estilos de aprendizagem e as preferências dos estudantes de pós-graduação em gestão, é aplicada uma conceção de investigação descritiva e exploratória e os métodos de investigação são quantitativos e qualitativos. A investigação quantitativa é aplicada para identificar e medir os estilos de aprendizagem e as preferências dos estudantes de pós-graduação em gestão e a investigação qualitativa é utilizada para explorar essas preferências no contexto dos estilos de aprendizagem individuais. Por conseguinte, os métodos utilizados são o inquérito quantitativo, entrevistas semi-estruturadas aprofundadas e grupos de discussão. Concluiu-se que a aprendizagem não deve ser mais direccionada para a aprendizagem em linha, devendo ser utilizada como um complemento aos métodos de ensino tradicionais. No entanto, como qualquer outra atividade de prestação de serviços, as universidades têm de ser muito diversificadas e prestar o serviço quando e como as pessoas o desejarem. Por conseguinte, a flexibilidade e a diversidade da oferta de ensino são atualmente a chave para a conceção dos cursos.