Essays about: "MARKETING LITERATURE REVIEW"

Showing result 1 - 5 of 251 essays containing the words MARKETING LITERATURE REVIEW.

  1. 1. Investigating Marketing Effects of Ancient Storytelling Techniques: Could Ancient Storytelling Techniques in Marketing Communications Be the Holy Grail of Marketing Needed in These Times of Failure?

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : John Örman; Arvid Özcan-Arvidsson; [2023]
    Keywords : Marketing Communications; Psychology in Marketing; Storytelling in Marketing; Building a StoryBrand; Donald Miller;

    Abstract : The landscape of marketing is growing in competitiveness (Digital ad spend worldwide 2026. 2022), and marketers are consequently compelled to explore new ways to stand out and make their voices heard. READ MORE

  3. 2. Adoption of the Digital Product Passport : A qualitative study within SMEs in the Swedish furniture sector

    University essay from Linnéuniversitetet/Institutionen för informatik (IK)

    Author : Kalle Gunnarsson; Niels Mignot; [2023]
    Keywords : Digital Product Passport; DPP; Traceability; Furniture Industry; Sustainability; Blockchain Technology; Digitalt Produktpass; DPP; Spårbarhet; Möbelindustrin; Hållbarhet; Blockkedjeteknik;

    Abstract : In the last decade, the European Union has looked to become more sustainable toreach the global environmental goals. With The European Green deal, a transition towards a circular economy has been set in place. READ MORE

  4. 3. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Felix Ellqvist; Niklas Kjellander; [2023]
    Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

    Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

  5. 4. Love is all you need - Defining the concept of love brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
    Keywords : brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

    Abstract : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. READ MORE

  6. 5. The impact of green taxes on waste reduction – A case study of the impact of two Spanish taxes to support the transition to a Circular Economy

    University essay from Uppsala universitet/Institutionen för geovetenskaper

    Author : Lucía Cañas Rivera; [2023]
    Keywords : Circular Economy; Green Taxes; Landfill; LRSC; Plastic; SMEs; Waste;

    Abstract : The current global waste problem presents significant challenges worldwide, and Spain is no different. Factors such as rapid urbanization, population growth, intensive agriculture, linear production models, and changing consumption patterns contribute to the upward trend in waste generation. READ MORE