Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

O esporte enquanto instrumento para a consecução das propostas educacionais: o esporte na educação

O presente estudo destaca a prática do esporte como elemento básico para o alcance das metas educacionais entendidas pelo sistema. Enfocam-se pontos tais como a motivação, a interação social e individualização da aprendizagem, tendo a prática esportiva como fio condutor das questões. Discutimos, ainda, as possibilidades físicas atuando com o fim de melhor aproveitar todas as atividades desempenhadas pelo sujeito. Visto que o Homem tem uma atração especial pelo jogar, o ponto principal de nosso estudo reside na tentativa /de utilização desta tendência natural para o melhor direcionamento de suas atividades cotidianas. Busca- se, em determinado ponto do trabalho, avaliar a profundidade com que o assunto é tratado pelas leis de ensino e, mesmo, pela Constituição de 1988. Por fim, pretende alertar a sociedade acerca da pertinência e relevância de assunto de tal importância para o bom desenvolvimento do educando.

U-Pb geochronology of the southern Brasília belt (SE-Brazil): Sedimentary provenance, Neoproterozoic orogeny and assembly of West Gondwana

The Brasília belt borders the western margin of the São Francisco Craton and records the history of ocean opening and closing related to the formation of West Gondwana. This study reports new U-Pb data from the southern sector of the belt in order to provide temporal limits for the deposition and ages of provenance of sediments accumulated in passive margin successions around the south and southwestern margins of the São Francisco Craton, and date the orogenic events leading to the amalgamation of West Gondwana. Ages of detrital zircons (by ID-TIMS and LA-MC-ICPMS) were obtained from metasedimentary units of the passive margin of the São Francisco Craton from the main tectonic domains of the belt: the internal allochthons (Araxá Group in the Áraxá and Passos Nappes), the external allochthons (Canastra Group, Serra da Boa Esperança Metasedimentary Sequence and Andrelândia Group) and the autochthonous or Cratonic Domain (Andrelândia Group). The patterns of provenance ages for these units are uniform and are characterised as follows: Archean- Paleoproterozoic ages (3.4-3.3, 3.1-2.7, and 2.5-2.4Ga); Paleoproterozoic ages attributed to the Transamazonian event (2.3-1.9Ga, with a peak at ca. 2.15Ga) and to the ca. 1.75Ga Espinhaço rifting of the São Francisco Craton; ages between 1.6 and 1.2Ga, with a peak at 1.3Ga, revealing an unexpected variety of Mesoproterozoic sources, still undetected in the São Francisco Craton; and ages between 0.9 and 1.0Ga related to the rifting event that led to the individualisation of the São Francisco paleo-continent and formation of its passive margins. An amphibolite intercalation in the Araxá Group yields a rutile age of ca. 0.9Ga and documents the occurrence of mafic magmatism coeval with sedimentation in the marginal basin. Detrital zircons from the autochthonous and parautochthonous Andrelândia Group, deposited on the southern margin of the São Francisco Craton, yielded a provenance pattern similar to that of the allochthonous units. This result implies that 1.6-1.2Ga source rocks must be present in the São Francisco Craton. They could be located either in the cratonic area, which is mostly covered by the Neoproterozoic epicontinental deposits of the Bambuí Group, or in the outer paleo-continental margin, buried under the allochthonous units of the Brasília belt. Crustal melting and generation of syntectonic crustal granites and migmatisation at ca. 630Ma mark the orogenic event that started with westward subduction of the São Francisco plate and ended with continental collision against the Paraná block (and Goiás terrane). Continuing collision led to the exhumation and cooling of the Araxá and Passos metamorphic nappes, as indicated by monazite ages of ca. 605Ma and mark the final stages of tectonometamorphic activity in the southern Brasília belt. Whilst continent-continent collision was proceeding on the western margin of the São Francisco Craton along the southern Brasília belt, eastward subduction in the East was generating the 634-599Ma Rio Negro magmatic arc which collided with the eastern São Francisco margin at 595-560Ma, much later than in the Brasília belt. Thus, the tectonic effects of the Ribeira belt reached the southernmost sector of the Brasília belt creating a zone of superposition. The thermal front of this event affected the proximal Andrelândia Group at ca. 588Ma, as indicated by monazite age. The participation of the Amazonian craton in the assembly of western Gondwana occurred at 545-500Ma in the Paraguay belt and ca. 500Ma in the Araguaia belt. This, together with the results presented in this work lead to the conclusion that the collision between the Paraná block and Goiás terrane with the São Francisco Craton along the Brasília belt preceded the accretion of the Amazonian craton by 50-100 million years. © 2003 Elsevier B.V. All rights reserved.

As compras coletivas como estratégia do comércio na atualidade: análise do consumo e das redes geográficas na região metropolitana de Campinas

The collective purchases translate into new business strategies that so far are poorly studied, but they have modifyied considerably the forms of consumption through the consumers individualisation, which causes changes in society's routine. The analysis of the theme was performed by study cases of collective shopping places in the city of Campinas, country of the state of São Paulo, and on its influence in the metropolitan area, which intented to understand, through custumers interviews, the contradictions and peculiarities of this service that has increased each day more . For this purpose, the research methodology is focused on the consumer , that's because the process of productive change tied to forms of trade and distribution of goods have been transforming social values considerably, based increasingly on impulsive consumming . Thus, to understand how the electronic commerce and more specifically the collective shopping websites works, it's necessary to examine the forms of commerce and the consumer's behavior in order to explain the city organization and the contradictions of the geographic space

Diferença, dispersão e fragmentação socioespacial: explorações metropolitanas em Brasília e Curitiba = Différence, dispersion et fragmentation sociospatiale : explorations métropolitaines à Brasilia et Curitiba

Pós-graduação em Geografia - FCT

Numeralklassifikatoren im Thai

Wie viele andere Sprachen Ost- und Südostasiens ist das Thai eine numerusneutrale Sprache, in der ein Nomen lediglich das Konzept benennt und keinen Hinweis auf die Anzahl der Objekte liefert. Um Nomina im Thai zählen zu können, ist der Klassifikator (Klf) nötig, der die Objekte anhand ihrer semantischen Schlüsseleigenschaft herausgreift und individualisiert. Neben der Klassifikation stellt die Individualisierung die Hauptfunktion des Klf dar. Weitere Kernfunktionen des Klf außerhalb des Zählkontextes sind die Markierung der Definitheit, des Numerus sowie des Kontrasts. Die wichtigsten neuen Ergebnisse dieser Arbeit, die sowohl die Ebenen der Grammatik und Semantik als auch die der Logik und Pragmatik integriert, sind folgende: Im Thai kann der Klf sowohl auf der Element- als auch auf der Mengenebene agieren. In der Verbindung mit einem Demonstrativ kann der Klf auch eine pluralische Interpretation hervorrufen, wenn er auf eine als pluralisch präsupponierte Gesamtmenge referiert oder die Gesamtmenge in einer Teil-Ganzes-Relation individualisiert. In einem Ausdruck, der bereits eine explizite Zahlangabe enthält, bewirkt die Klf-Demonstrativ-Konstruktion eine Kontrastierung von Mengen mit gleichen Eigenschaften. Wie auch der Individualbegriff besitzt der Klf Intension und Extension. Intension und Extension von Thai-Klf verhalten sich umgekehrt proportional, d.h. je spezifischer der Inhalt eines Klf ist, desto kleiner ist sein Umfang. Der Klf signalisiert das Schlüsselmerkmal, das mit der Intension des Nomens der Identifizierung des Objekts dient. Der Klf individualisiert das Nomen, indem er Teilmengen quantifiziert. Er kann sich auf ein Objekt, eine bestimmte Anzahl von Objekten oder auf alle Objekte beziehen. Formal logisch lassen sich diese Funktionen mithilfe des Existenz- und des Allquantors darstellen. Auch die Nullstelle (NST) läßt sich formal logisch darstellen. Auf ihren jeweiligen Informationsgehalt reduziert, ergeben sich für Klf und NST abhängig von ihrer Positionierung verschiedene Informationswerte: Die Opposition von Klf und NST bewirkt in den Fragebögen ausschließlich skalare Q-Implikaturen, die sich durch die Informationsformeln in Form einer Horn-Skala darstellen lassen. In einem sich aufbauenden Kontext transportieren sowohl Klf als auch NST in der Kontextmitte bekannte Informationen, wodurch Implikaturen des M- bzw. I-Prinzips ausgelöst werden. Durch die Verbindung der Informationswerte mit den Implikaturen des Q-, M- und I-Prinzips lässt sich anhand der Positionierung direkt erkennen, wann der Klf die Funktion der Numerus-, der Definitheits- oder der Kontrast-Markierung erfüllt.

Multiplex-Genotypisierung forensisch relevanter SNPs unter Verwendung von Microarrays auf chemisch aktivierten Glasflächen

Die Analyse tandem-repetitiver DNA-Sequenzen hat einen festen Platz als genetisches Typisierungsverfahren in den Breichen der stammesgeschichtlichen Untersuchung, der Verwandtschaftsanalyse und vor allem in der forensischen Spurenkunde, bei der es durch den Einsatz der Multiplex-PCR-Analyse von Short Tandem Repeat-Systemen (STR) zu einem Durchbruch bei der Aufklärung und sicheren Zuordnung von biologischen Tatortspuren kam. Bei der Sequenzierung des humanen Genoms liegt ein besonderes Augenmerk auf den genetisch polymorphen Sequenzvariationen im Genom, den SNPs (single nucleotide polymorphisms). Zwei ihrer Eigenschaften – das häufige Vorkommen innerhalb des humanen Genoms und ihre vergleichbar geringe Mutationsrate – machen sie zu besonders gut geeigneten Werkzeugen sowohl für die Forensik als auch für die Populationsgenetik.rnZum Ziel des EU-Projekts „SNPforID“, aus welchem die vorliegende Arbeit entstanden ist, wurde die Etablierung neuer Methoden zur validen Typisierung von SNPs in Multiplexverfahren erklärt. Die Berücksichtigung der Sensitivität bei der Untersuchung von Spuren sowie die statistische Aussagekraft in der forensischen Analyse standen dabei im Vordergrund. Hierfür wurden 52 autosomale SNPs ausgewählt und auf ihre maximale Individualisierungsstärke hin untersucht. Die Untersuchungen der ersten 23 selektierten Marker stellen den ersten Teil der vorliegenden Arbeit dar. Sie umfassen die Etablierung des Multiplexverfahrens und der SNaPshot™-Typisierungsmethode sowie ihre statistische Auswertung. Die Ergebnisse dieser Untersuchung sind ein Teil der darauf folgenden, in enger Zusammenarbeit der Partnerlaboratorien durchgeführten Studie der 52-SNP-Multiplexmethode. rnEbenfalls im Rahmen des Projekts und als Hauptziel der Dissertation erfolgten Etablierung und Evaluierung des auf der Microarray-Technologie basierenden Verfahrens der Einzelbasenverlängerung auf Glasobjektträgern. Ausgehend von einer begrenzten DNA-Menge wurde hierbei die Möglichkeit der simultanen Hybridisierung einer möglichst hohen Anzahl von SNP-Systemen untersucht. Die Auswahl der hierbei eingesetzten SNP-Marker erfolgte auf der Basis der Vorarbeiten, die für die Etablierung des 52-SNP-Multiplexes erfolgreich durchgeführt worden waren. rnAus einer Vielzahl von Methoden zur Genotypisierung von biallelischen Markern hebt sich das Assay in seiner Parallelität und der Einfachheit des experimentellen Ansatzes durch eine erhebliche Zeit- und Kostenersparnis ab. In der vorliegenden Arbeit wurde das „array of arrays“-Prinzip eingesetzt, um zur gleichen Zeit unter einheitlichen Versuchsbedingungen zwölf DNA-Proben auf einem Glasobjektträger zu typisieren. Auf der Basis von insgesamt 1419 typisierten Allelen von 33 Markern konnte die Validierung mit einem Typisierungserfolg von 86,75% abgeschlossen werden. Dabei wurden zusätzlich eine Reihe von Randbedingungen in Bezug auf das Sonden- und Primerdesign, die Hybridisierungsbedingungen sowie physikalische Parameter der laserinduzierten Fluoreszenzmessung der Signale ausgetestet und optimiert. rn

The Role of the Family in Shaping Self-Concept and Cognitive Styles in Hungary

The project studied the perception of parenting styles and their relation to self-development, cognitive styles, and individualisation in adolescence. Typical parenting styles of mothers and fathers were studied in five different maternal and paternal parenting backgrounds: warm authoritarian, warm democratic, cold neglectful, cold authoritarian, and neutral. Perception of different styles of parenting (for fathers: authority, 'maintaining distance' behaviour, reciprocity, enhancing self-reliance; for mothers: authority, unpredictable behaviour, mutual trust, achievement orientation, and enhancing self-reliance) were analysed in each group using the newly developed Hungarian Parenting Questionnaire (Sallay & Munnich, 1999). This questionnaire has a theoretical basis in the ideas of Harvey (1966, 1967), where the socialisation process is combined with self-development. This categorisation of paternal and maternal parenting backgrounds enabled Sallay to explore and describe in detail how diverse parenting styles contribute to self-development, the development of cognitive complexity, and individualisation. The results show that diverse parenting by mothers and fathers produces differing impacts in nuclear and divorced families and for males and females, taking into consideration such self-components as physical, active, psychological (capabilities, personality, emotions, roles, preferences), social and reflective selves. Cognitive self-complexity varied according to parenting styles and genders: maternal and paternal parenting proved to have the most significant impact on self-complexity in a warm, democratic family. With respect to individualistic tendencies, adolescent boys were most individualistic in a cold, neglectful paternal background in nuclear families as compared to other paternal and maternal family backgrounds and to females.

Social Work and the Quality of Life Politics - A Critical Assessment

The feature of this paper is a critical assessment of the current discourses about quality of life (QoL) and their implications for Social Work. At first it pictures some major historical backgrounds of the discussion on the improvement of life quality as an aim of societal development. In particular three crucial shifts in the politics of QoL - its 'individualisation', its 'informalisation' and its 'culturalisation' - and their implications for Social Work are critically examined theoretically and empirically referring to the results of an own community-study. The paper concludes with an alternative suggestion reflecting the idea of an 'autonomy-based' approach of democratic equality.

República Federativa Evangélica: uma análise de gênero sobre a laicidade no Brasil a partir da atuação dos/as parlamentares evangélicos/as no Congresso Nacional no exercício da 54ª Legislatura São Bernardo do Campo

Essa pesquisa objetiva a análise da relação entre religião e política, em perspectiva de gênero considerando a atuação de parlamentares evangélicos/as na 54ª Legislatura (de 2011 a 2014) e a forma de intervenção desses atores no espaço político brasileiro quanto à promulgação de leis e ao desenvolvimento de políticas públicas que contemplem, dentre outras, a regulamentação do aborto, a criminalização da homofobia, a união estável entre pessoas do mesmo sexo e os desafios oriundos dessa posição para o Estado Brasileiro que se posiciona como laico. Ora, se laico remete à ideia de neutralidade estatal em matéria religiosa, legislar legitimado por determinados princípios fundamentados em doutrinas religiosas, pode sugerir a supressão da liberdade e da igualdade, o não reconhecimento da diversidade e da pluralidade e a ausência de limites entre os interesses públicos / coletivos e privados / particulares. Os procedimentos metodológicos para o desenvolvimento dessa pesquisa fundamentam-se na análise e interpretação bibliográfica visando estabelecer a relação entre religião e política, a conceituação, qualificação e tipificação do fenômeno da laicidade; levantamento documental; análise dos discursos de parlamentares evangélicos/as divulgados pela mídia, proferidos no plenário e adotados para embasar projetos de leis; pesquisa qualitativa com a realização de entrevistas e observações das posturas públicas adotadas pelos/as parlamentares integrantes da Frente Parlamentar Evangélica - FPE. Porquanto, os postulados das Ciências da Religião devidamente correlacionados com a interpretação do conjunto de dados obtidos no campo de pesquisa podem identificar o lugar do religioso na sociedade de forma interativa com as interfaces da laicidade visando aprofundar a compreensão sobre a democracia, sobre o lugar da religião nas sociedades contemporâneas e sobre os direitos difusos, coletivos e individuais das pessoas.

Principles and clinical application of assessing alterations in renal elimination pathways

Drugs and metabolites are eliminated from the body by metabolism and excretion. The kidney makes the major contribution to excretion of unchanged drug and also to excretion of metabolites. Net renal excretion is a combination of three processes - glomerular filtration, tubular secretion and tubular reabsorption. Renal function has traditionally been determined by measuring plasma creatinine and estimating creatinine clearance. However, estimated creatinine clearance measures only glomerular filtration with a small contribution from active secretion. There is accumulating evidence of poor correlation between estimated creatinine clearance and renal drug clearance in different clinical settings, challenging the 'intact nephron hypothesis' and suggesting that renal drug handling pathways may not decline in parallel. Furthermore, it is evident that renal drug handling is altered to a clinically significant extent in a number of disease states, necessitating dosage adjustment not just based on filtration. These observations suggest that a re-evaluation of markers of renal function is required. Methods that measure all renal handling pathways would allow informed dosage individualisation using an understanding of renal excretion pathways and patient characteristics. Methodologies have been described to determine individually each of the renal elimination pathways. However, their simultaneous assessment has only recently been investigated. A cocktail of markers to measure simultaneously the individual renal handling pathways have now been developed, and evaluated in healthy volunteers. This review outlines the different renal elimination pathways and the possible markers that can be used for their measurement. Diseases and other physiological conditions causing altered renal drug elimination are presented, and the potential application of a cocktail of markers for the simultaneous measurement of drug handling is evaluated. Further investigation of the effects of disease processes on renal drug handling should include people with HIV infection, transplant recipients (renal and liver) and people with rheumatoid arthritis. Furthermore, changes in renal function in the elderly, the effect of sex on renal function, assessment of living kidney donors prior to transplantation and the investigation of renal drug interactions would also be potential applications. Once renal drug handling pathways are characterised in a patient population, the implications for accurate dosage individualisation can be assessed. The simultaneous measurement of renal function elimination pathways of drugs and metabolites has the potential to assist in understanding how renal function changes with different disease states or physiological conditions. In addition, it will further our understanding of fundamental aspects of the renal elimination of drugs.

Adolescence: A useful concept for this millennium

‘Adolescence’ has become increasingly recognised as a nebulous concept. Previous conceptualisations of adolescence have adopted a ‘deficit’ view, regarding teenagers as ‘unfinished’ adults. The deficit view of adolescence is highly problematic in an era where adulthood itself is difficult to define. The terms ‘kidult’ or ‘adultescent’ have emerged to describe adult-age people whose interests and priorities match those of their teenage counterparts. Rather than relying on ‘lock-step’ models of physical, cognitive and social growth put forward by developmental psychology, adolescence can be more usefully defined by looking at the common experiences of people in their teenage years. Common experiences arise at an institutional level; for example, all adolescents are treated as the same by legal and education systems. The transition from primary to secondary schooling is a milestone for all children, exposing them to a new type of educational environment. Shared experiences also arise from generational factors. Today’s adolescents belong to the millennial generation, characterised by technological competence, global perspectives, high susceptibility to media influence, individualisation and rapid interactions. This generation focuses on teamwork, achievement, modesty and good conduct, and has great potential for significant collective accomplishments. These generational factors challenge educators to provide relevant learning experiences for today’s students. Many classrooms still utilise textbook-based pedagogy more suited to previous generations, resulting in disengagement among millennial students. Curriculum content must also be tailored to generational needs. The rapid pace of change, as well as the fluidity of identity created by dissolving geographical and vocational boundaries, mean that the millennial generation will need more than a fixed set of skills and knowledge to enter adulthood. Teachers must enable their students to think like ‘expert novices’, adept at assimilating new concepts in depth and prepared to engage in lifelong learning.

Tailoring treatment to the individual in type 2 diabetes practical guidance from the Global Partnership for Effective Diabetes Management

Good glycaemic control continues to be the most effective therapeutic manoeuvre to reduce the risk of development and/or progression of microvascular disease, and therefore remains the cornerstone of diabetes management despite recent scepticism about tight glucose control strategies. The impact on macrovascular complications is still a matter of debate, and so glycaemic control strategies should be placed in the context of multifactorial intervention to address all cardiovascular risk factors. Approaches to achieve glycaemic targets should always ensure patient safety, and results from recent landmark outcome studies support the need for appropriate individualisation of glycaemic targets and of the means to achieve these targets, with the ultimate aim to optimise outcomes and minimise adverse events, such as hypoglycaemia and marked weight gain. The primary goal of the Global Partnership for Effective Diabetes Management is the provision of practical guidance to improve patient outcomes and, in this article, we aim to support healthcare professionals in appropriately tailoring type 2 diabetes treatment to the individual. Patient groups requiring special consideration are identified, including newly diagnosed individuals with type 2 diabetes but no complications, individuals with a history of inadequate glycaemic control, those with a history of cardiovascular disease, children and individuals at risk of hypoglycaemia. Practical guidance specific to each group is provided.

What are the practical implications for treating diabetes in light of recent evidence? Updated recommendations from the Global Partnership for Effective Diabetes Management

The Global Partnership for Effective Diabetes Management was established in 2004 to provide practical guidance to improving glycaemic control for people with type 2 diabetes. Those recommendations have been updated to take account of recent trials assessing the effects of intensive glucose control. We continue to emphasis the importance of early and sustained glycaemic control, aiming for HbA( 1c) 6.5-7% wherever safe and appropriate. Individualisation of targets and the management process is strongly encouraged to accommodate patient circumstances and to avoid hypoglycaemia. Prompt introduction of combinations of agents is suggested when monotherapy is inadequate.Treatments will preferably address the underlying pathophysiology of type 2 diabetes and integrate within a wider programme of care which also aims to reduce modifiable cardiovascular risk factors and better equip patients in the self-management of their condition.

The Quality of Society and Life Satisfaction in China

Peer reviewed