Essays about: "FMCG Marketing theory notes"

Showing result 1 - 5 of 6 essays containing the words FMCG Marketing theory notes.

1. 1. Secret sustainability: A case study of why a company might go silent with its green achievements

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Antonia Alan; Jenny Trolläng; [2022]
   Keywords : Greenhushing; Green Blushing; Green Communication; Green Marketing; Corporate Social Responsibility;

   Abstract : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. READ MORE

3. 2. Haptics as the Sleeping Beauty of Marketing: The Role of Haptic Packaging Characteristics on FMCG Products for Customers

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Leotrina Koqani; Carolin Strunz; [2017]
   Keywords : Sensory marketing; product packaging; FMCG; haptic sensory; haptic perception; consumer behaviour; Business and Economics;

   Abstract : Purpose: The purpose of this research was to understand how customers construct the relationship, prior identified in the literature, between packaging, haptic sensory and perception with regard to FMCG products. Furthermore, we aimed to explore the role of haptic packaging characteristics on FMCG products for customers. READ MORE

4. 3. The Taco Theory : - A repeated measurement study of the effects of experiential event marketing on brand relationship quality in the FMCG industry

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Tiffany Dosé; Alexander Åström; [2017]
   Keywords : Experiential Event Marketing; Brand Relationship Quality; FMCG; Offline Marketing; Brand Experiences;

   Abstract : Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. READ MORE

5. 4. What is all the fuzz about? A FMCG brand portfolio case study of formalisation in the front end of innovation

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : My Magnusson; Mink Kempen; [2017]
   Keywords : Decision Making; Formalisation; Front End of Innovation; Funnelling; New Product Development; Project Portfolio Management; Project Portfolio Objectives.; Business and Economics;

   Abstract : Title: What is all the fuzz about? A FMCG brand portfolio case study of formalisation in the Front End of Innovation. Date of the seminar: 23 May 2017 Course: ENTN39 Master ́s Corporate Entrepreneurship and Innovation Internship and degree project (Master ́s thesis 15 ECTS) Authors: Mink Kempen and My Magnusson Supervisor: Joakim Winborg Examiner: Ass. READ MORE

6. 5. The Battle of the Customers – Does loyalty exist within the FMCG market?

   University essay from Ekonomihögskolan, ELNU

   Author : Emmie Thurn; David Gustafsson; [2012]
   Keywords : Relationship marketing; quality; customer satisfaction; customer loyalty; 5Qs model; the FMCG market.;

   Abstract : Title: The Battle of the Customers – Does loyalty exist within the FMCG market? Authors: Emmie Thurn 880909, David Gustafsson 870926  Purpose: The purpose with this study is to examine how relationship marketing strategies can enhance companies’ effectiveness, within the FMCG market, in the sense of more satisfied and loyal customers. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship. READ MORE