Abstract

Abstract
The development of relationships by private non-profit organizations (NPOs) with companies is fundamental to their sustainability. However, relational marketing and the definition of fundraising and communication strategies tend to be under-explored, resulting in punctual relationships with donors. This paper proposes to explore ways of developing relationships between NPOs and companies. After a systematization of the main contributions present in the literature, a qualitative and exploratory study was presented, in which semi-structured interviews were conducted with 8 NPO managers with different fields of activity and 16 managers of small, medium and large companies, all with headquarters in the district of Aveiro. The results show that what drives companies to support NPOs are essentially non-material benefits, such as the emotional impact on employees and other stakeholders. There are clear differences between small and large companies, the latter being more prone to formal relations. It was verified, however, that even the occasional supports can be recurrent and repeated, lacking the capacity to protocol the relation. Overall, the data offer interesting clues to NPO staff, namely resulting from a comparison of the different perspectives of the participants.

Abstract
This research aims to contribute to the understanding of how the experience influences music festival participants' satisfaction, and the latter affects future behavior. A quantitative methodology was adopted using a questionnaire as research instrument, which was applied to 240 participants in the Rock in Rio Lisbon festival 2014. The results point to a positive relation between satisfaction and the different dimensions of experience, including the social one that was developed for the present study. © 2018. revistaESPACIOS.com.

Abstract
This paper aims at understanding newspapers' content distribution strategies in the digital era, by considering whether digital media is used to segment content according to target audiences and to the particular characteristics of each medium. Case study was the method adopted, and the analysis focused on Jornal de Noticias (JN), which was the first Portuguese non-specialist daily newspaper to go digital and to update its online edition on a daily basis. 20 years later, it is still one of the strongest online players in the industry in Portugal. For the purposes of this study, JN's online content and strategy were analyzed for four weeks between August and September 2016. For data triangulation purposes, an interview was conducted with the person in charge of JN's digital channels. It can be concluded that despite conducting a clear online strategy, this medium still privileges the paper version of the newspaper namely due to the monetization constraints, as admittedly it could not survive exclusively from the online business. The study also demonstrates that an effective digital strategy demands considerable resources and digital skills (e.g., data analysis) that are not easily reconciled with the offline strategy needs. Hence, JN is shown as a hard news newspaper using distinct approaches in the online and offline channel that could be summarized as "hard for paper, soft for social network sites".

Abstract
Internships have been widely used in higher education in different scientific fields, which presupposes the training of students in a work context. There are some studies on the usefulness of internships undertaken at undergraduate and graduate levels. However, to the best of our knowledge, literature has been disregarding short-cycle higher technical courses (TESP). This paper aims to fill this gap, describing and presenting results of perceptions of students enrolled in the internship subject of one TESP. More specifically, the objectives for this paper are: (i) to identify the obstacles students face; (ii) to explore students' perceptions of internship benefits; and, (iii) to examine the skills students consider to have improved as a result of their internship. A survey comprising both qualitative and quantitative questions was conducted with the students enrolled in the internship subject of the Sales, Management and Marketing TESP course at the University of Aveiro, Portugal, in the second semester of 2018/2019. 25 students accepted to participate in the study (89%). Despite some difficulties pointed out by students in adapting to a work context in the first weeks, the results show that they considered having improved their learning outcomes, and some interpersonal skills, such as autonomy, ability to take initiative, ability to conduct research, collaboration, flexibility, time management, personal organization, task planning, responsibility, and decision making. Additionally, students stressed that the internship facilitates their future employment. Thus, this study provides relevant cues for teachers and course directors in order to minimize weaknesses and maximize strengths of internships, aiming at a better articulation between HEI and companies.

Abstract
After a comprehensive review on mobile tourism experience, the authors have identified the benefits and impacts of mobile use to tourists and their experiences. Besides locating similarities and differences in using mobile for tourism, the authors have confirmed that mobile empowers tourists to get more from their vacations and to have more flexible planning, resulting in satisfaction and accomplishment. This chapter enlightens tourism operators, among other stakeholders, on the opportunities for contextualized mobile advertising, which would attract and convert tourists into potential customers.