Sökning: "marketing practice"

Visar resultat 1 - 5 av 71 avhandlingar innehållade orden marketing practice.

  1. 1. Rhetorical business a study of marketing work in the spirit of contradiction

    Detta är en avhandling från Lund : Lund University, Department of Service Management and Service Studies

    Författare :Tomas Nilsson; [2015]
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Marketing; Marketing practice; Marketing work; Rhetoric; Argumentation; Sophists; Knowledge-intensive services; Professional services; Consulting; Ethnography; Marketing; Marknadsföring;

    Sammanfattning : Marketing has traditionally been understood from the perspective of marketing management. This causes problems when we study marketing practices because the normative discourse of marketing management is not particularly useful for describing the day-to-day work of marketing practitioners. This calls for marketing research from new perspectives. LÄS MER

  2. 2. Rhetorical business – A study of marketing work in the spirit of contradiction

    Detta är en avhandling från Lund : Lund University, Department of Service Management and Service Studies

    Författare :Tomas Nilsson; [2015]
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; ethnography; consulting; professional services; knowledge-intensive services; sophists; argumentation; rhetoric; marketing work; marketing practice; Marketing; rhetorical analysis;

    Sammanfattning : Marketing has traditionally been understood from the perspective of marketing management. This causes problems when we study marketing practices because the normative discourse of marketing management is not particularly useful for describing the day-to-day work of marketing practitioners. This calls for marketing research from new perspectives. LÄS MER

  3. 3. Marketing for Life Cycle Thinking

    Detta är en avhandling från Lund : Lund University, Department of Service Management and Service Studies

    Författare :Emma Rex; [2008]
    Nyckelord :TEKNIK OCH TEKNOLOGIER; ENGINEERING AND TECHNOLOGY; TEKNIK OCH TEKNOLOGIER; ENGINEERING AND TECHNOLOGY; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Green marketing; LCA practice; Organisational theory; Interpretive research; Industry practices; Life cycle thinking LCT ; Sensemaking; Life cycle management LCM ; Functionalist research; Environmental management;

    Sammanfattning : The concept of “life cycle thinking” creates possibilities for major improve¬ments in environ¬mental performance, but compels companies to look beyond their own immediate sites and operations to consider the broader picture of their products’ or services’ environmental impact. This thesis seeks to explore company attempts to implement such life cycle thinking (LCT), and how this connects with their self-inte¬rest in terms of market success. LÄS MER

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

    Detta är en avhandling från Linköping : Linköping University Electronic Press

    Författare :Mario Kienzler; Christian Kowalkowski; Daniel Kindström; Paul Ingenbleek; [2018]
    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. 5. Understanding value formation A study of marketing communications practices at the food retailer ICA

    Detta är en avhandling från Jönköping : JIBS

    Författare :Mart Ots; Helén Anderson; Karl Erik Gustafsson; Arto Rajala; [2010]
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; value; ICA; marketing; practice theory; retailing; communications; customer magazines; CRM; advertising; värde; ICA; marknadsföring; dagligvaruhandel; marknadskommunikation; reklam; kundtidningar; SOCIAL SCIENCES Business and economics Business studies; SAMHÄLLSVETENSKAP Ekonomi Företagsekonomi;

    Sammanfattning : ICA AB is Sweden’s largest retail and wholesale firm, a cooperation of retail proprietors. Here it is studied as the nation’s largest media firm. It is the largest advertiser, the largest publisher of consumer magazines, and plausibly the most advanced user of household shopping data for marketing purposes. LÄS MER