Sökning: "Marketing research"

Visar resultat 11 - 15 av 333 avhandlingar innehållade orden Marketing research.

  1. 11. Digital Marketing Strategy : B2B and Stakeholders Communication

    Författare :Maryam Lashgari; Klaus Solberg Søilen; Stefan Stieglitz; KTH; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Digital Media; Proximity Marketing; Beacon Technology; Social Media; Industriell ekonomi och organisation; Industrial Economics and Management; Media Technology; Medieteknik; Informations- och kommunikationsteknik; Information and Communication Technology;

    Sammanfattning : Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. LÄS MER

  3. 12. An Evaluation of Crowdsourcing as a Tool  for Marketing Activities

    Författare :Terrence Brown; Åsa Wallström; Tim Foster; Jan Kietzmann; Gerard Prendergast; Luleå tekniska universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Crowdsourcing; Marketing activities; Crowdfunding; User-generated content; Demand-side strategy; Predictive marketing; Consumer privacy; Industrial Marketing; Industriell marknadsföring;

    Sammanfattning : Advances in technology and social media have facilitated the rapid development of crowdsourcing as an innovative tool within the field of marketing. This has driven researchers to investigate more deeply the phenomenon of crowdsourcing as a marketing innovation. LÄS MER

  4. 13. Micro-foundations of value-based pricing and selling

    Författare :Mario Kienzler; Christian Kowalkowski; Daniel Kindström; Paul Ingenbleek; Linköpings universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; TEKNIK OCH TEKNOLOGIER; ENGINEERING AND TECHNOLOGY; Micro-foundations; value-based pricing; value-based selling; managerial psychology; business markets;

    Sammanfattning : Enabling customer value creation is central to marketing theory and practice. Yet, doing so does not ensure that supplier firms profit from it. Value-based pricing and selling come with the prospect of translating customer value creation into greater profits for suppliers. LÄS MER

  5. 14. Harmonising value in a car’s interior using sensory marketing as a lens

    Författare :Andreas Eklund; Adele Berndt; Klaus-Peter Wiedmann; Linnéuniversitetet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand experience; brand image; sensory cues; sensory marketing; and service-dominant logic SDL ; Marketing; Marknadsföring;

    Sammanfattning : The human senses have always influenced people’s perceptions of thesurrounding environment and objects. As a consequence of the evolvement ofthe experience economy, research on the human senses has increasedsubstantially and attracted scholars from various research domains, includingsensory marketing. LÄS MER

  7. 15. Social Marketing through Events

    Författare :Henrik Jutbring; Göteborgs universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Social marknadsföring; Evenemang; Beteendeförändring; Konsumentupplevelser; Publicitet; Framing theory; Social marketing; Events; Behaviour change; Consumer experience; Publicity; Framing theory;

    Sammanfattning : In today’s society, events are used as a mens to achieve a variety of goals, including increased tourism and economic improvement. Events also offer opportunities for communication, both through the visitor experience and through the publicity that is generated. LÄS MER