Essays about: "Erik Kaplar"

Found 1 essay containing the words Erik Kaplar.

  1. 1. Functional or emotional values in B2B? : A study of marketing communication in the B2B healthcare market

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : Jessica Andersson; Erik Kaplar; Nathalie Selö; [2013]
    Keywords : Functional values; Emotional Values; Brands; Marketing communication; B2B;

    Abstract : Abstract To create value is a critical task for marketers and companies regardless of industry, and this study is focusing on the highly debated topic regarding functional and emotional values in business-to-business (B2B). Conventionally, emotional values has been perceived as irrelevant to B2B markets due to that business buyers have often been viewed as strictly rational decision makers. READ MORE