Essays about: "The promotional mix"

Showing result 6 - 10 of 14 essays containing the words The promotional mix.

  1. 6. When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Rodillas Rebecca; Bjärkvik Hanna; [2017]
    Keywords : Advertising; Anti-Consumption; Brand; Brand Avoidance Integrated Marketing Communication.;

    Abstract : Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. READ MORE

  3. 7. How to Make Promotions Work in a Cost-efficient Context - A Case Study at Lantmännen

    University essay from Lunds universitet/Teknisk logistik

    Author : Caroline Vitasp; Helena Nyman; [2016]
    Keywords : Promotions; Promotion Planning; Cross‑functional Processes; Supply Chain Configuration; Strategy Alignment; Customer Service Level CSL ; Key Performance Indicators KPI ; Sales and Operations Planning S OP ; Master Scheduling MS ; Cost‑efficiency; Market Responsiveness; Technology and Engineering;

    Abstract : Problem -­‐‑ Promotions are the main reason for a majority of stock out situations and increases the amount of waste for perishable items, and strong competition within grocery retail has led to a significant increase in frequency and depth of promotions since the late 20th century. Lantmännen Cerealia has identified problems with low customer service levels (CSL) during promotions and lack of long term planning in general. READ MORE

  4. 8. Creating Heroes: The Impact of a Student Union Driven Social Marketing Campaign on University Students' Awareness, Recognition and Willingness to take a stand against Bullying.

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Dawood Khan; [2013]
    Keywords : Social Marketing; Anti-bullying; Bystanders; 4P s of Social Marketing;

    Abstract : This research examines a student union-driven social marketing campaign intended to combat bullying by impacting bystander's knowledge and attitudes towards bullying at a Public University in Sweden. The campaign was designed and implemented by student volunteers over a period of five months. READ MORE

  5. 9. Online Brand Communities - a Route to Brand Loyalty?

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : Caroline Benson; Martin Hedrén; [2013]
    Keywords : ;

    Abstract : Purpose: The purpose of this thesis is to investigate if the use of online brandcommunities helps sporting goods brands in building brand loyalty. Frame of Reference: The frame of reference begins with a presentation of brands leading upto brand equity and subsequently brand loyalty. READ MORE

  6. 10. Marketing through Promotional Items

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

    Author : Fredrik Linnér; Marcus Daleke; [2011]
    Keywords : Promotional items; Brand Orientation; Brand Identity Strategy; Integrated Marketing Communication;

    Abstract : The rapid increase in communication channels seen during the last two decades has suggested an increased importance in the coordination of a consistent marketing message through all channels of communication. "Promotional items" however is a channel that is seen as secondary, or even negligible in many companies' larger marketing mix. READ MORE