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Found 2 essays matching the above criteria.

1. 1. How can B2B companies improve their customer experience- : By using sensory marketing in a digital context

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Caroline Hallgren; Paula Mamusha; [2021]
   Keywords : B2B company; sensory marketing; digital marketing; customer experience; brand image and touchpoints;

   Abstract : Sensory marketing is a broad concept that can be used as a marketing tool. The sensory marketing can be used in different ways and in different environments. The most common use for sensory marketing in a B2C environment where the customer can interact with their senses more. READ MORE

3. 2. Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels.

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Paola Rashid; [2014]
   Keywords : Digital marketing communication; Digital Touchpoints; Touchpoints; Integrated Marketing Communication; Awareness; Associations; Sales; FMCG;

   Abstract : Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. READ MORE