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Showing result 16 - 20 of 101 essays matching the above criteria.

1. 16. The Image of IKEA’s Online Portals in Times of COVID-19 With Regards to its CSR and Experiential Marketing- Exemplified by IKEA Austria

   University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

   Author : Isabella Kullnig; [2020]
   Keywords : ;

   Abstract : As a response to COVID-19, IKEA Austria is trying to encourage its customers to rediscover their homes via its online shop. It is making an enormous effort to translate the in-store activity to the digital world, so that its customers may still experience an emotional customer journey. READ MORE

3. 17. Sales Modeling and Local Factor Decomposition for Optimal Investment Decisions in MMM: A Monte Carlo Simulation Study

   University essay from Handelshögskolan i Stockholm/Institutionen för nationalekonomi

   Author : Daniel Heimgartner; [2020]
   Keywords : Marketing Mix Modeling; Shapley Value Regression; Time-Varying Effect Models; Shapley Additive Explanations; Accumulated Local Effects;

   Abstract : Media Mix Models (MMM) are used to understand drivers behind key performance indicators and to measure the effectiveness of media channels. The key metric to report causal impacts of media investments on sales is return on investment (ROI). The shape of ROI-curves crucially impacts optimal allocation. READ MORE

4. 18. Effects of servitization in the marketing processes of Software-as-a-Service : With focus on intangible aspects of Software-as-a-Service

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Hanna Fahlberg; [2019]
   Keywords : Marketing; Marketing strategies; Servitization; Information technology; B2B; Business-to-business market; Cloud computing; Software-as-a-service”; SaaS; Service intangibility; Service marketing; Relationship; Relationship marketing; Transactional marketing; Value; Value creation;

   Abstract : During the past three decades vast advances in IT and computing have been made, which places a lot of pressure on the marketers. Cloud computing are now a widely used concept and are said to have servitized the whole IT-industry. A cloud-based solution that have received lot of attention recently are Software-as-a-service (SaaS). READ MORE

5. 19. To Chip or Not to Chip? Determinants of Human RFID Implant Adoption by Potential Consumers in Sweden & the Influence of the Widespread Adoption of RFID Implants on the Marketing Mix

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Natasha Boella; Daria Gîrju; Ieva Gurviciute; [2019]
   Keywords : Human RFID Implants; Microchip Implants; Marketing Mix; Technology Adoption; UTAUT 2; Business and Economics;

   Abstract : The aim of this study is twofold. Firstly, we explore the perceptions of young people in Sweden towards the adoption of human RFID implants. Secondly, the paper aims to understand how companies’ marketing activities would be influenced by the widespread adoption of this technology. READ MORE

6. 20. Consumer Physical Effort in Marketing - How can consumers' physical effort influence marketing outcomes?

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Joel Mankowitz; Chengtian Wu; [2019]
   Keywords : Consumer effort; Physical effort; Brand attitude; Brand engagement; Behavioral intentions;

   Abstract : Marketing in the digital world has become extremely competitive in order to attract consumers' precious attention and time. Although research in this field has explored engaging consumers' cognitive effort for better marketing outcomes, consumers' physical effort has been overlooked by researchers and practitioners. READ MORE