Essays about: "Business-to-Business marketing"

Showing result 6 - 10 of 106 essays containing the words Business-to-Business marketing.

1. 6. Marketing AI in B2B relationships from an attentional perspective : A qualitative multiple case study on marketing managers from manufacturing and IT industries

   University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Author : Oussama Ayad El Alam; Peter Kumlin; [2022]
   Keywords : Marketing AI; Digitalization; B2B Relationships; Attention-Based View; Abduction; Cross-case analysis;

   Abstract : Purpose: To explore the influence of marketing AI on marketing managers' attention allocation to leverage customer relationships in different business-to-business contexts. Method: Abductive approach and multiple case study, data collection was made by qualitative semi-structured interviews and secondary data collection. READ MORE

3. 7. Rethinking the Spectrum of Marketing Communication Tools in B2B : An Explanatory Case Study from a Multinational Automation Company

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : Jonathan Segerström; Elina Tidström; [2022]
   Keywords : Business-to-business; Business marketing; Marketing communication; Digital media;

   Abstract : Title: Rethinking the Spectrum of Marketing Communication Tools in B2B  Date: 2022-06-03 Level: One-Year Master’s Thesis 15, ECTS Institution: Karlstad Business School Authors: Jonathan Segerström & Elina Tidström Tutor: Bo Rundh Keywords: Business-to-business (B2B), Business marketing, Marketing communication, Digital media. Research question: How does a company within the automation industry work with their marketing communication? Purpose: The purpose of this study is to explain the transformation of marketing communication in a company within the automation industry. READ MORE

4. 8. Investigating Perceive Value in B2B Setting

   University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknik

   Author : Shubham Ambekar; Danny Duke Samuel Jonathan Andrews; [2021]
   Keywords : Customer Perceived Value; Functional value; Social value; Emotional value; Laddering technique; Value Hierarchy Model; B2B Marketing;

   Abstract : Value is fundamental in business-to-business marketing, where marketing revolves around the term value. Understanding the value of offering through customers' eyes is important for business success. Due to the subjective nature of value, it's imperative to understand the value based on the customer's individual interpretation. READ MORE

5. 9. 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

6. 10. Analysis for the utilization of social media in a Swedish-based SME’s business network : A case study on the service-based startup

   University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknik

   Author : Nitish Shrinivas Kulkarni; Namratha Kumar Vemulkar; [2021]
   Keywords : Business-to-Business Marketing; ARA Model; Social Media; Small-and-Medium Enterprises; Collaboration Process; Hybrid Approach.;

   Abstract : Social media (SM) is an innovative strategy used to develop new forms of communication channels and platforms. This has led to a positive transformation in the marketing strategy for both small-and-medium enterprises (SMEs) and large enterprises. READ MORE