Essays about: "concept internal marketing"

Showing result 11 - 15 of 42 essays containing the words concept internal marketing.

  1. 11. Who’s the driver and who’s the passenger in the luxury industry? : a study of how internal factors influence a company’s marketing strategy

    University essay from Sektionen för hälsa och samhälle

    Author : Caroline Gleerup; Linn Nordqvist; [2013]
    Keywords : Market orientation; market driven approach; market driving approach; internal factors; structure; financial resources; organizational culture; luxury industry;

    Abstract : Today, it is important for companies to deliver superior customer value in order to be successful on the market. There are two different ways of achieving this advantage; a company can either follow a market driven approach or a market driving approach. READ MORE

  3. 12. SSAB Global Business Development : A Study of the International Marketing Expansion Model for HWP in China

    University essay from Akademin för ekonomi, samhälle och teknik

    Author : Josefina Jie Löwgren; [2013]
    Keywords : international marketing; internationalization; marketing expansion model in China; entry model; SSAB; business network; the Chinese market; transfer of knowledge within MNC; Hardox Wearparts; franchising; franchises;

    Abstract : The purpose of the research is to assess if the franchising conceptual model is an applicable model for the HWP international market expansion in China.  The assessment will be carried out through the extensive investigations into SSAB/HWP internal and external forces including transfer of knowledge in the MNC, position building in business networks, products positioning and sales situation on the Chinese market to define the risk and opportunity. READ MORE

  4. 13. The Diffusion Process - The Influencer's Tale

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

    Author : Natalie De Brun Skantz; Jessica Backsell; [2013]
    Keywords : Diffusion of Innovations; Influencers; Early Adopters; The Tipping Point; The Chasm;

    Abstract : Costumer response to peer recommendation is not to be underestimated. Nor is the impact of the key persons driving the Diffusion Process of an Innovation. The success or failure of a product balances on exogenous variables which among other things are represented by Influentials' willingness to pass a message on to their peers. READ MORE

  5. 14. Success Drivers for Vertical Brand Extensions in the Luxury Sector

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : Sebastian Huber; Sarah-Jane Schlegel; [2013]
    Keywords : vertical brand extension; brand transfer; brand stretch; luxury marketing; brand management;

    Abstract : In today's competitive environment, the ability to successfully launch new products at reasonably costs is considered a key success factor for leading brand manufacturers, which is why vertically leveraging existing brands becomes more significant. This is particularly exhibited by the luxury sector, which is increasingly attempting to launch new accessible product lines under an existing brand name in order to reach a larger consumer base and consequently increase profits and sales. READ MORE

  6. 15. Eco-shop Paradox, a case study on Zara Rome

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : Gabriela Carrion Cortes; Kristabel Caceres Tercero; [2012]
    Keywords : eco-shops; fast fashion; sustainability; sustainable consumer behavior; green retailing; visual merchandising; service marketing triangle; external marketing; internal marketing; interactive marketing;

    Abstract : Sustainability is a topic paying a visit to most industries today and the fashion business is no exception.The development of eco-efficient stores is one of the efforts carried out by Inditex Group with the aim to adopt sustainability into its practices. READ MORE