Essays about: "Thesis on marketing mix"

Showing result 1 - 5 of 67 essays containing the words Thesis on marketing mix.

  1. 1. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Matthieu BOUVIER; Marlène LESAULE; [2017]
    Keywords : Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

    Abstract : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. READ MORE

  2. 2. When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Rodillas Rebecca; Bjärkvik Hanna; [2017]
    Keywords : Advertising; Anti-Consumption; Brand; Brand Avoidance Integrated Marketing Communication.;

    Abstract : Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. READ MORE

  3. 3. Small green farm shops on the countryside and their green marketing strategies : A cross case study of how and why small green Swedish farm shops work with green marketing strategies to interact with potential customers

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap; Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Rebecka Lorentzson; Sofia Kullberg; [2017]
    Keywords : marketing mix; farm shop; green marking; green customers;

    Abstract : This thesis examines how small green Swedish farm shops are using green marketing and why customers are buying from small green farm shops. To examine this, two farm shops were chosen based on specific criteria; Gudmundsgården and Skrea Ost. READ MORE

  4. 4. Marketing Mix Modelling from the multiple regression perspective

    University essay from KTH/Matematisk statistik

    Author : Ecaterina Mhitarean; [2017]
    Keywords : ;

    Abstract : The optimal allocation of the marketing budget has become a difficult issue that each company is facing. With the appearance of new marketing techniques, such as online advertising and social media advertising, the complexity of data has increased, making this problem even more challenging. READ MORE

  5. 5. Channel Extension Signalling Effects - How consumer-perceived signals of effort behind an added channel affect the entire online retail brand

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Agnetha Holmberg; Alexandra Fristedt; [2016]
    Keywords : Online retail sales channel extension; Consumer-perceived signals of advertising effort; Complementary capabilities of channel extensions;

    Abstract : Over the last decade, multichannel retail strategies, in which new channels are added to existing channel mix offering to implicitly increase consumer value and keep competitiveness on the market, has grown rapidly. Although creation of a multichannel offering seems to hold many benefits for retailers, the full effects on their customers, and by extension the brand, are largely unknown. READ MORE