Essays about: "Thesis in marketing communication mix"

Showing result 1 - 5 of 26 essays containing the words Thesis in marketing communication mix.

1. 1. Hur kommuniceras klimatfördelarna med att bygga flerbostadshus i trä

   University essay from SLU/Dept. of Forest Economics

   Author : Martin Söderlund; [2019]
   Keywords : hållbar marknadsföring; makromodell av kommunikation; marknadsföringsmix; mikromodell av kommunikation; marketing mix; macro model of communication; micro model of communication; sustainable marketing;

   Abstract : I takt med en ökad konsumentmedvetenhet och kunskap kring konsumtionens klimatpåverkan kritiseras traditionella strategier inom marknadsföring allt hårdare. Kritiken har framförallt handlat om marknadsförares främjande av överkonsumtion och att på så sätt ha bidragit att skapa ett ohållbart konsumtionssamhälle. READ MORE

3. 2. Attitudes & Incentives of Green Marketing in the Clothes and Accessory Industry - Companies Perspectives

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Anna Hammarsten; Emma Ohlsson; [2019]
   Keywords : Green marketing; Strategic green marketing; Greenwashing; Green marketing mix; Sustainability;

   Abstract : This is a comparative, qualitative study conducted through comparing three different companies that are in some extent using Green marketing in their marketing communication. The issue that this study addresses is the problematics connected to the use of green marketing. READ MORE

4. 3. Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Erik Bäcklund; Kagstedt Martin; [2019]
   Keywords : Generational Cohorts; Generation Z; Communication Channels; Integrated Marketing Communications; Consumer Behaviour; Hierarchy of effects model; Brand Awareness; Brand Knowledge; Brand Liking; Purchase Intention.;

   Abstract : Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. READ MORE

5. 4. Sustainability Marketing : Sustainability Marketing on the Chinese Market

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Aida Licina; Hannah Radtke; Charlotte Johansson; [2018]
   Keywords : Sustainability; Sustainability Marketing; Sustainability marketing mix; Sustainability in China; Swedish Companies;

   Abstract : It is argued that sustainability today has become a mega-trend, where the consumers are more aware of their surroundings and businesses impact on the environment than ever. Companies have come to be critically observed by societies, which has put more pressure on them to act in more sustainable ways as well as becoming more transparent with their operational and sustainability communication towards stakeholders. READ MORE

6. 5. Mash It Up! Exploring the Phenomenon of Retail Mash-Up and the Survival of the Physical Retail Place in a Digitalised World

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Elin Johansson; Frida Öjerbrant; [2018]
   Keywords : Retail Mash-up; Retail Format; Customer Experience; Multi- Omnichannel; Innovation; Physical Store Atmosphere; Marketing Communication; Business and Economics;

   Abstract : Forces such as globalisation, digitalisation and changes in consumer behaviour have led to a discussion among practitioners as well as scholars whether the physical retail place will stay relevant or even exist in the future. One way for brick-and-mortar retailers to stay competitive is to adopt new and innovative business models and formats, alongside a focus on the customer experience and how to optimise the physical place to stimulate feelings in a way which cannot be achieved online. READ MORE