Essays about: "Integrated Marketing Communication"

Showing result 21 - 25 of 51 essays containing the words Integrated Marketing Communication.

  1. 21. A holistic view of marketing communication of accessories – A case study of Axis Communications

    University essay from Lunds universitet/Produktionsekonomi

    Author : Erik Friberg; [2015]
    Keywords : Accessories; Axis; Communication; Cross-selling; Holistic marketing; Integrated marketing; Internal marketing; Network based video surveillance; Relationship marketing; Technology and Engineering;

    Abstract : Background For a long time, Axis has mainly focused on network cameras. But lately Axis is turning its focus towards a different kind of approach, looking more at the customers and their needs, which has given end-to-end solutions and customer segments increased attention in different departments within Axis. READ MORE

  3. 22. Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs

    University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Tekniska fakulteten

    Author : Johan Elgh; Felix Nyberg-Åslund; [2015]
    Keywords : Brand management; B2B; IMC; Internationalisation; Marketing; SME;

    Abstract : This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. READ MORE

  4. 23. Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels.

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Paola Rashid; [2014]
    Keywords : Digital marketing communication; Digital Touchpoints; Touchpoints; Integrated Marketing Communication; Awareness; Associations; Sales; FMCG;

    Abstract : Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. READ MORE

  5. 24. CONQUERING A NEW CUSTOMER SEGMENT : INNOVATIVE MEDIA CONCEPT FOR THE PRE-LAUNCH COMMUNICATION OF THE NEW BMW 2 SERIES ACTIVE TOURER

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

    Author : Gerald Heidemann; [2014]
    Keywords : ;

    Abstract : The BMW 2 Series Active Tourer is a brand new car concept for the company and will be launched in Sweden at the end of September 2014. It will compete in the compact MPV (Multi Purpose Vehicles) segment with established competitors like the Mercedes Benz BClass. READ MORE

  6. 25. Organizational Identity in Practice? : -How theoretical concepts of Organizational Identity are perceived in the empirical setting of Arla Foods

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Louise Maritz; Sarah Jarne; [2014]
    Keywords : Organizational Identity; Perceptions; Employees; Integration; Empirical Setting; Theoretical model; Organizational Culture; Organizational Image; Mirroring; Reflecting;

    Abstract : An organization’s internal processes of identity management is argued to influence its communication, which in turn influence the perceived reputation of the organization. The aim of this study is to investigate how the organizational identity is reflected upon and perceived integrated in employees’ daily work. READ MORE