Essays about: "Integrated Marketing Communication"

Showing result 1 - 5 of 49 essays containing the words Integrated Marketing Communication.

  1. 1. French Business Schools’ reaction towards the increasing need of CSR and its impact on brand image. : A qualitative study on the French Business Schools’ behaviour towards CSR and brand image.

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Clémence Loudiere; Justine Tessier; [2020]
    Keywords : CSR; Education; firm; Business school; sustainability; Brand image;

    Abstract : The researchers in this study wanted to focus on Business Schools by using management and marketing knowledge. Therefore, the most attractive subject for them was the link between CSR, Business schools and Brand image. READ MORE

  2. 2. HOW FINNISH MARKETING AGENCIES DEAL WITH COVID-19 : An integrated view on management and marketing in times of crisis

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Sandra Norrman; Rebecca Ketola; [2020]
    Keywords : crisis management; relationship marketing; customer acquisition; customer retention; customer relationship management; marketing agency; covid-19; coronavirus crisis;

    Abstract : The outbreak and global spread of the coronavirus took the world by storm and beyond the evident threat it is to the human well-being, it is also impacting the health of businesses. In Finland it was only a matter of weeks after the government the 16th of March started to implement efforts to limit the spread, that a large marketing agency, among other firms, was forced to file for bankruptcy. READ MORE

  3. 3. The Challenges of a Swedish SME in Entering the Chinese market - A case study on the market entry process of Cibes Lift Group AB to the Chinese market

    University essay from Göteborgs universitet/Graduate School

    Author : Malthe Vesström; Syed Nabil Raiyan; [2019-03-19]
    Keywords : SME; internationalization; emerging market; China; barriers; internal; external; challenges;

    Abstract : MSc in International Business and Trade.... READ MORE

  4. 4. Speaking About Voice : A Study on Communicating Brand Personality Through Virtual Assistants

    University essay from Linköpings universitet/FöretagsekonomiLinköpings universitet/Filosofiska fakulteten; Linköpings universitet/FöretagsekonomiLinköpings universitet/Filosofiska fakulteten

    Author : Karolina Bergman; Daniela Sundin; [2019]
    Keywords : Bergman; Sundin; Virtual Assistant; Communication; Voice; Brand Personality;

    Abstract : Problematization: Earlier research on brand communication emphasize the importance of communicating a brand consistently throughout all marketing channels and media. Virtual assistants (VAs) are a new marketing media and a relatively new technology with which a brand can communicate with customers. READ MORE

  5. 5. Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness

    University essay from Linköpings universitet/FöretagsekonomiLinköpings universitet/Filosofiska fakulteten; Linköpings universitet/FöretagsekonomiLinköpings universitet/Filosofiska fakulteten

    Author : Erik Bäcklund; Kagstedt Martin; [2019]
    Keywords : Generational Cohorts; Generation Z; Communication Channels; Integrated Marketing Communications; Consumer Behaviour; Hierarchy of effects model; Brand Awareness; Brand Knowledge; Brand Liking; Purchase Intention.;

    Abstract : Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. READ MORE