Essays about: "importance of marketing communication strategy"

Showing result 6 - 10 of 54 essays containing the words importance of marketing communication strategy.

1. 6. 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. 7. Marketing in start-ups : A case study of business relationship development

   University essay from Uppsala universitet/Industriell teknik

   Author : Hampus Myhr; Alejandro Pérez Dueñas; [2021]
   Keywords : Marketing; Start-up; Business-to-business; Relationship marketing; Business relationships;

   Abstract : Business relationships are crucial for succeeding in the market for companies. Therefore, start-ups must focus on establishing business relationships early on, since these naturally do not exist for new players. The purpose of this thesis is to understand how start-ups work in order to establish business relationships. READ MORE

4. 8. French Business Schools’ reaction towards the increasing need of CSR and its impact on brand image. : A qualitative study on the French Business Schools’ behaviour towards CSR and brand image.

   University essay from Umeå universitet/Företagsekonomi

   Author : Clémence Loudiere; Justine Tessier; [2020]
   Keywords : CSR; Education; firm; Business school; sustainability; Brand image;

   Abstract : The researchers in this study wanted to focus on Business Schools by using management and marketing knowledge. Therefore, the most attractive subject for them was the link between CSR, Business schools and Brand image. READ MORE

5. 9. Cause-brand alliances in the fashion industry : The challenging road after the alliance is over. A case study on Gina Tricot’s CBA with UNICEF

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Dora Filipovic; [2020]
   Keywords : Brand equity; Cause-brand Alliance; CBA; sustaining brand equity; Brand alliance;

   Abstract : Purpose:                       The purpose of this study is to identify, define and describe the challenges of sustaining positive brand equity gained as an outcome of Cause-brand alliances. Therefore, this study is conducted from the perspective of companies engaging in Cause-brand alliances, with the aim to provide academic and managerial implications of managing brand equity over time following a Cause-brand alliance. READ MORE

6. 10. Challenges with Successful Marketing : A study to identify challenges and opportunities with introducing services of value-added-sales to customers within the prevailing steel manufacturing industry

   University essay from KTH/Skolan för industriell teknik och management (ITM)

   Author : Amanda Edlund; Evelynne Geiger; [2020]
   Keywords : Marketing strategies; steel manufacturer; value-added-sales; upgrading a customer; product-based; service-oriented; marketing; sales performance; communication.; Marknadsföringsstrategi; ståltillverkare; mervärdesförsäljning; uppgradering av kund; produktbaserad; serviceorienterad; marknadsföring; försäljningsutveckling; kommunikation.;

   Abstract : Marketing is an essential part of the overall organization when it comes to introducing a company’s new offerings to the market. Therefore, customers need to be informed and aware of the company’s entire portfolio to be able to make correct decisions that benefit them. READ MORE