Sökning: "place marketing"

Visar resultat 6 - 10 av 76 avhandlingar innehållade orden place marketing.

1. 6. Rhetorical business : A study of marketing work in the spirit of contradiction

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

   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. 7. 'A good place to live' : Rethinking residents' place satisfaction and the role of co-creation

   Författare :Lisa Källström; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Place marketing; residents; place satisfaction; co-creation; Service-based logic; value-in-use;

   Sammanfattning : Developing a place into ‘a good place to live’ for people of all ages is a prioritized issue in many municipalities in Sweden, as well as around the world. But what do we really mean by ‘a good place to live’? How do the residents themselves comprehend and perceive ‘a good place to live’? And how do municipalities view their place and what they offer to their residents? This thesis explores how ‘a good place to live’ can be understood, conceptualized and studied, and the roles co-creation and the residents themselves play in this context. LÄS MER

4. 8. Industrial marketing communication : A (r)evolutionary journey from marketplace to marketspace

   Författare :Tim Foster; Luleå tekniska universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industriell marknadsföring; Industrial Marketing;

   Sammanfattning : This thesis looks back over a ca 10-year period, 1994 - 2005, on the use of marketing communication tools in industrial markets. The year 1994 is significant in two ways: First, it was the year I was hired as a doctoral student at Luleå University of Technology in Sweden. LÄS MER

5. 9. 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

7. 10. Place-of-Origin Effects on Brand Equity : Explicating the evaluative pertinence of product categories and association strength

   Författare :Mikael Andéhn; Fredrik Nordin; Per-Olof Berg; Mats E. Nilsson; Leif E. Hem; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Country-of-origin; Association Strength; Product Category; Brand Equity; Place; Business Administration; företagsekonomi;

   Sammanfattning : The country-of-origin effect - the alteration of judgment derived from an association to a place, is a much studied phenomenon with great potential implications for brand management and international marketing. However, in light of criticism towards the lack of conceptual development the extant literature, the relevance of the effect has been brought into question. LÄS MER