Essays about: "Industrial Business to Business Marketing"

Showing result 1 - 5 of 56 essays containing the words Industrial Business to Business Marketing.

1. 1. Realizing and Satisfying Informational Requirements throughout the Customer Journey : A Case Study on the Industrial Manufacturing Industry

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Kenneth Santos; Rasmus Törnros; [2023]
   Keywords : Customer Journey; Data Management; Industrial Manufacturing; Marketing;

   Abstract : This thesis examines the informational requirements of customers throughoutthe customer journey within the industry for industrial facilitating goods and exploreshow to manage data to meet these requirements. The research adopts a qualitativeresearch design with a case study approach, using semi-structured interviewssupplemented with secondary survey data. READ MORE

3. 2. Realizing and Satisfying Informational Requirements throughout the Customer Journey: A Case Study on the Industrial Manufacturing Industry

   University essay from Högskolan i Gävle/Företagsekonomi

   Author : Kenneth Santos; Rasmus Törnros; [2023]
   Keywords : Customer Journey; Data Management; Industrial Manufacturing; Marketing;

   Abstract : This thesis examines the informational requirements of customers throughout the customer journey within the industry for industrial facilitating goods and explores how to manage data to meet these requirements. The research adopts a qualitative research design with a case study approach, using semi-structured interviews supplemented with secondary survey data. READ MORE

4. 3. Business relationship development and marketing for startups : A case study at the industrial startup Nytt Tech

   University essay from Uppsala universitet/Industriell teknik

   Author : Alexandra Lundegård; Josefin Fransson; [2022]
   Keywords : ARA-model; Business relationships; Business-to-business startup; Industrial marketing; Network;

   Abstract : This research is a qualitative case study at the industrial business-to-business startup Nytt Tech aiming to understand how startups work with networkbased relationship marketing in the early phase and how they gain access to the business network and benefit from creating relationships. The following research question is presented: How can a business-to-business startup gain access to and benefit from the business network to create relationships? The study is limited to Nytt Tech and the circumstances that prevail for them. READ MORE

5. 4. Exploring Brand Equity through Digital Marketing : A multiple case study of B2B SMEs in the manufacturing and marketing consultant industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Luyao Wang; Jonas Lundquist; [2022]
   Keywords : Branding; B2B branding; marketing; digital marketing; B2B marketing; SMEs; SMEs branding; SMEs digital marketing; digital marketing funnel; digital marketing channels; B2B channels; SMEs channels; manufacturers; marketing and consulting agency;

   Abstract : The industrial marketing strategy in many industries has been largely influenced by the coming of digital marketing over the past decade. The trends are changing from the traditional to a digital era and companies are being forced by this digitalization shift. The manufacturing and marketing consultant industry is no exception. READ MORE

6. 5. 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