93 resultados para Testimonials


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Mode of access: Internet.

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Dissertação apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do Grau de Mestre em Marketing Digital. Orientado por Mestre Inês Veiga Pereira

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Dissertação de mestrado em Ensino de Biologia e Geologia no 3º Ciclo do Ensino Básico e no Ensino Secundário

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The current tendency tu study personal testimonials of all kinds is useful when doing research into the period of Enlightenment in Europe. The prolific production of such documents in 18th-century Switzerland offers the opportunity to ask whether there was a specifically Swiss form of Enlightenment. The answer in undoubtedly complex. One must first look into received ideas that would permit establishing a coherent link between the prevailing intellectual atmospere in Switzerland and personal writings. Secondly, the originality of these abundant writings is not the primary concern. It is more important to try to understand the relationship between the historical implications of these writings and the conception of the human person that is conveyed therein. In studying the testimonials, the challenge lies in determining the contextual situation of the first person narrator - a rhetorical device that typifies the genre.

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Aquest projecte estudia la dansa francesa dels segles XVII i XVIII i la seva relació amb la interpretació musical. A partir de les fonts de l’època (tractats, coreografies i testimonis) s’han analitzat els components de la dansa i la seva significació social en el context de la cort de Lluís XIV a Versalles. L’objectiu final es oferir al músic actual alguns elements necessaris que contribueixin a la interpretació d’un repertori molt habitual i sobre el qual es basa molta de la música instrumental de l’època. La cultura de la dansa formava part de la quotidianitat del músic d’abans: música i dansa eren elements inseparables. Per tant, l’intèrpret de música històrica actual hauria de considerar-la com un element constitutiu per la formació de criteris d’interpretació històricament informats.

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This study focuses on the phenomenon of customer reference marketing in a business tobusiness (B to B) context. Although customer references are generally considered an important marketing and sales tool, the academic literature has paid surprisingly little attention to the phenomenon. The study suggests that customer references could be viewed as important marketing assets for industrial suppliers, and the ability to build, manage and leverage customer reference portfolios systematically constitutes a relevant marketing capability. The role of customer references is examined in the context of the industrial suppliers' shift towards a solution and project orientation and in the light of the on going changes in the project business. Suppliers in several industry sectors are undergoing a change from traditional equipment manufacturing towards project and solution oriented business. It is argued in this thesis that the high complexity, the project oriented nature and the intangible service elements that characterise many contemporary B to B offerings further increase the role of customer references. The study proposes three mechanisms of customer reference marketing: status transfer, validation through testimonials and the demonstration of experience and prior performance. The study was conducted in the context of Finnish B to B process technology and information technology companies. The empirical data comprises 38 interviews with managers of four case companies, 165 customer reference descriptions gathered from six case companies' Web sites, as well as company internal material. The findings from the case studies show that customer references have various external and internal functions that contribute to the growth and performance of B to B firms. Externally, customer references bring status transfer effects from reputable customers, concretise and demonstrate complex solutions, and provide indirect evidence of experience, previous performance, technological functionality and delivered customer value. They can also be leveraged internally to facilitate organisational learning and training, advance offering development, and motivate personnel. Major reference projects create new business opportunities and can be used as a vehicle for strategic change. The findings of the study shed light on the on going changing orientations in the project business environment, increase understanding of the variety of ways in which customer references can be deployed as marketing assets, and provide a framework of the relevant tasks and activities related to building, managing and leveraging a firm's customer reference portfolio. The findings contribute to the industrial marketing research, to the literature on marketing assets and capabilities and to the literature on projects and solutions. The proposed functions and mechanisms of customer reference marketing bring a more thorough and structured understanding about the essence and characteristics of the phenomenon and give a wide ranging view of the role of customer references as marketing assets for B to B firms. The study suggests several managerial implications for industrial suppliers in order to systematise customer reference marketing efforts.

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The objective of this Bachelor's Thesis is to find out the role of social media in the B-to-B marketing environment of the information technology industry and to discover how IT-firms utilize social media as a part of their customer reference marketing. To reach the objectives the concepts of customer reference marketing and social media are determined. Customer reference marketing can be characterized as one of the most practically relevant but academically relatively overlooked ways in which a company can leverage its customers and delivered solutions and use them as references in its marketing activities. We will cover which external and internal functions customer references have, that contribute to the growth and performance of B-to-B firms. We also address the three mechanisms of customer reference marketing which are 'status transfer', 'validation through testimonials' and 'demonstration of experience and prior performance'. The concept of social media stands for social interaction and creation of user-based content which exclusively occurs through Internet. The social media are excellent tools for networking because of the fast and easy access, easy interaction and vast amount of multimedia attributes. The allocation of social media is determined. The case company helps clarify the specific characteristics of social media usage as part of customer-reference-marketing activities. For IT-firms the best channels to utilize social media in their customer reference marketing activities are publishing and distribution services of content and networking services.

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This doctoral study conducts an empirical analysis of the impact of Word-of-Mouth (WOM) on marketing-relevant outcomes such as attitudes and consumer choice, during a high-involvement and complex service decision. Due to its importance to decisionmaking, WOM has attracted interest from academia and practitioners for decades. Consumers are known to discuss products and services with one another. These discussions help consumers to form an evaluative opinion, as WOM reduces perceived risk, simplifies complexity, and increases the confidence of consumers in decisionmaking. These discussions are also highly impactful as WOM is a trustworthy source of information, since it is independent from the company or brand. In responding to the calls for more research on what happens after WOM information is received, and how it affects marketing-relevant outcomes, this dissertation extends prior WOM literature by investigating how consumers process information in a highinvolvement service domain, in particular higher-education. Further, the dissertation studies how the form of WOM influences consumer choice. The research contributes to WOM and services marketing literature by developing and empirically testing a framework for information processing and studying the long-term effects of WOM. The results of the dissertation are presented in five research publications. The publications are based on longitudinal data. The research leads to the development of a proposed theoretical framework for the processing of WOM, based on theories from social psychology. The framework is specifically focused on service decisions, as it takes into account evaluation difficulty through the complex nature of choice criteria associated with service purchase decisions. Further, other gaps in current WOM literature are taken into account by, for example, examining how the source of WOM and service values affects the processing mechanism. The research also provides implications for managers aiming to trigger favorable WOM through marketing efforts, such as advertising and testimonials. The results provide suggestions on how to design these marketing efforts by taking into account the mechanism through which information is processed, or the form of social influence.

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La version intégrale de cette thèse est disponible uniquement pour consultation individuelle à la Bibliothèque de musique de l’Université de Montréal (www.bib.umontreal.ca/MU).

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Ce mémoire de maîtrise porte sur la survivance des femmes en contexte de violence organisée. Notre recherche s’appuie sur le témoignage de deux femmes rwandaises réfugiées au Canada dont le récit sera exploré afin de comprendre leurs points de vue sur trois dimensions de la survivance : la victimisation et la revictimisation qu’elles ont subi, les actes qu’elles ont pu poser pour survivre et le sens qu’elles ont donné aux situations vécues. D’abord, ces femmes rapportent qu’au-delà du génocide de 1994, elles ont vécu dans un climat d’insécurité, d’incertitude et d’impunité durant la guerre au Rwanda (1990-1994) et en exil, durant la guerre qui a visé le renversement de Mobutu, le massacre des ressortissants rwandais et le pillage des ressources naturelles par l’AFDL. Leurs récits confirment donc la continuité de la violence organisée d’un régime politique à un autre. De plus, les femmes témoignent de la non-reconnaissance de leur statut de réfugié par les bureaux qui traitent outre-mer les demandes d’asile, du traitement déshumanisant et accusateur des administrateurs de l’aide humanitaire et, de manière plus importante, de la non-reconnaissance des crimes commis par les forces armées du gouvernement actuellement au pouvoir au Rwanda et de leur impunité. Ensuite, les témoignages recueillis montrent des actrices sociales engagées dans l’activisme politique, l’action collective, la protection, la sécurité, la survie et l’établissement de leurs proches, du début du conflit jusqu’à leur arrivée au Canada. En effet, pour surmonter les difficultés engendrées par la violence organisée, elles ont mobilisé et transformé de manière créative toutes les ressources de leur capital humain, social et économique pour subvenir aux besoins de leurs proches et de leur communauté, et ce, tout au long de leur parcours migratoire. Enfin, au sujet du sens, nous verrons d’une part comment les femmes conçoivent leurs expériences individuelles de souffrances comme une histoire de victimisation collective, ce qui semble les aider à normaliser leurs expériences. D’autre part, nous verrons comment une identité de femmes fortes, résilientes et capables de s’adapter dans un climat d’adversité se dégage de leur témoignage, ce qui semble favoriser chez elles un sentiment de cohérence, de continuité et nourrir une certaine fierté.