Essays about: "Johanna Eckerbom"

Found 2 essays containing the words Johanna Eckerbom.

  1. 1. Management of Events Over Time: The Paradox of Brand Continuity and Change

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Johanna Eckerbom; Julija Jadzeviciute; Ching Yen Yang; [2019]
    Keywords : Events; Change Management; Core Value Framework; Corporate Brand Identity Matrix; Brand Continuity; Business and Economics;

    Abstract : Aim: The purpose of this paper is to understand how events manage change over time and the paradox of managing brand continuity while staying relevant. Method: Qualitative research based on secondary data. READ MORE

  3. 2. How do B2B companies approach CRM and the management of customer data in today’s era of social media and GDPR? : A Multiple Case Study

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Isabel Degerman; Johanna Eckerbom; Hong Gu; [2019]
    Keywords : Relationship marketing; CRM; CRM systems; Social media; Social CRM; GDPR; Customer data;

    Abstract : This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden.  This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). READ MORE