Essays about: "scrm and brand"

Found 1 essay containing the words scrm and brand.

  1. 1. Social Media Relationships and the Swedish Coffee Industry - A Study Connecting Uses and Gratifications to SCRM Strategies and Business Functions

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

    Author : Nils Fergin; Fredrik Palmberg; [2012]
    Keywords : Social CRM; Uses and Gratifications; Social Media Marketing; Facebook Fan Pages;

    Abstract : In consumer product markets it has been standard for firms to use traditional relationship marketing to create a competitive advantage and brand loyalty, however lately a shift towards social media channels and Social CRM has been noted. Companies deem the new marketing channel promising, however social media users do not generally reflect on this way of interacting with brands unless they perceive it beneficial. READ MORE