Essays about: "Differentiated Marketing"

Showing result 1 - 5 of 21 essays containing the words Differentiated Marketing.

1. 1. eCRM PERSONALIZATION STRATEGIES : Influence of content personalization on consumer engagement performance of email marketing campaigns

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Daniela Rodriguez; [2023]
   Keywords : CRM; email marketing; content personalization;

   Abstract : Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement.  Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies. READ MORE

3. 2. Resources influencing the growth of a firm at different stages: A qualitative study of Vietnamese SMEs in the IT Sector

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

   Author : Maiful Begum; Dang Hong Thai; [2020]
   Keywords : SME; IT sector; Growth; Growth Stages; Resources;

   Abstract : This research aims to identify the key resources influencing the growth of IT-based SMEs in Vietnam in 5 different growth stages which were developed by Churchill and Lewis (1983); and we also demonstrated the process how such key resources are created, acquired, accumulated and exploited for the growth accordingly. We interviewed 4 founding members of 4 companies to collect the primary data and used some internet sources for secondary data. READ MORE

4. 3. Lojalitet och engagemang för skogsägareföreningen i en ny tid : en fallstudie om medlemmar i Norra Skogsägarna

   University essay from SLU/Dept. of Forest Economics

   Author : Andreas Ekegren Hällgren; Ludvig Essebro; [2018]
   Keywords : behov; lojalitet; relationsmarknadsföring; skogsägareförening; tjänstelogik; värdeskapande; forest owner association; infringement needs; investment theory; loyalty; relationship marketing; ownership; service dominant logic; value;

   Abstract : Skogsägarföreningarna har en lång historia av att arbeta för skogsägarnas intressen. Genom att bidra till att skogsägarna får bra betalt för sitt virke har skogsägarnas situation förbättrats. Med tiden har skogsägarna blivit mer diversifierade. READ MORE

5. 4. Content Marketing’s effect on customer engagement

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

   Author : John Denham-Smith; Pontus Harvidsson; [2017]
   Keywords : Content marketing; customer engagement; social media; consumer engagement; digital marketing; brand engagement; Innehållsmarknadsföring; content marketing; kundengagemang; sociala medier; digital marknadsföring; varumärkesengagemang.;

   Abstract : The marketing landscape is changing, with the focus shifting from traditional marketing methods towards digital marketing. Enterprises must realize the importance of this new paradigm to not risk falling behind competitors. The new paradigm focuses on customer relationships and trying to attract and create loyal customers. READ MORE

6. 5. How to optimize brand awareness through non-administrated social channels in a two-sided network

   University essay from KTH/Skolan för datavetenskap och kommunikation (CSC)

   Author : Alexander Arozin; [2016]
   Keywords : social media; social networking; tow-sided network; brand; brand awareness;

   Abstract : The effects of social media on digital branding is analysed in this paper, to establish how to optimize brand awareness through non-administrated social media channels in a two-sided network. This is a relatively unexplored field which may prove to be important for future businesses. READ MORE