Essays about: "Role of marketing today"

Showing result 21 - 25 of 82 essays containing the words Role of marketing today.

1. 21. The Gentleman, The Rebel and The Villain: A comparative study of the scandal-sensitivity of athlete personalities in sports marketing

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

   Author : Anthony Grivas; Fabian Bratell; [2018]
   Keywords : sports marketing; celebrity-athlete endorsement; social psychology; scandals; consumer response;

   Abstract : Celebrity athletes have been powerful marketing tools throughout the professionalization and commercialization of sports. During the last couple of decades, the amount of sponsorship money allocated to the sports industry has rapidly increased, outplaying other sectors of entertainment. READ MORE

3. 22. Sustainability Marketing : Sustainability Marketing on the Chinese Market

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Aida Licina; Hannah Radtke; Charlotte Johansson; [2018]
   Keywords : Sustainability; Sustainability Marketing; Sustainability marketing mix; Sustainability in China; Swedish Companies;

   Abstract : It is argued that sustainability today has become a mega-trend, where the consumers are more aware of their surroundings and businesses impact on the environment than ever. Companies have come to be critically observed by societies, which has put more pressure on them to act in more sustainable ways as well as becoming more transparent with their operational and sustainability communication towards stakeholders. READ MORE

4. 23. The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Malin Dalstam; Hedvig Nordlöf; Daniella Holmgren; [2018]
   Keywords : Influencer Marketing; Integrated Marketing Communication; Brand Identity; eWOM;

   Abstract : Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. READ MORE

5. 24. The Power of Innovation : Exploring Innovativeness and its Influence on Brand Loyalty in a Saturated Market through the Eyes of Generation Y

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Lovisa Andreasson; Michaela Ek Berglund; Alice Svensson; [2018]
   Keywords : Innovation; Marketing Innovation; Brand loyalty; Generation Y; Red Bull; Saturated Markets; Low-Involvement Products;

   Abstract : Problem Saturated markets are known to be competitive, with a wide selection of alternatives. In a saturated market is essential to differentiate a brand to compete in a market. Therefore, innovation has become a central part of a brand’s DNA when developing strategies, such as product evolvement and marketing. READ MORE

6. 25. Digital Marketing in Start-Ups : The role of digital marketing in acquiring   and maintaining business relationships

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Polina Dimitrova; Isa Sin; [2018]
   Keywords : Digital Marketing; Digital Marketing Strategies; Digital Marketing Tools; Business Relationships; Acquiring Customers; Maintaining Customers; B2B start-ups;

   Abstract : This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. READ MORE