Essays about: "concept of marketing communication"

Showing result 1 - 5 of 88 essays containing the words concept of marketing communication.

  1. 1. 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

  2. 2. Practices for co-productive planning modes: Urban development in Cape Town : A case study based on the implementation of a design and building development incubator

    University essay from KTH/Urbana och regionala studier

    Author : Idil Warsame; [2019]
    Keywords : Co-production; spatial planning; housing; urban development; informal settlements; small-scale; local communities;

    Abstract : Together with a steadily increasing urban population, South Africa and the city of Cape Town is facing continuously expanding informal settlements and communities with no access to basic human services or adequate housing. There’s an urgent need to design, plan and implement alternative and creative approaches to help stimulate an equal, inclusive and sustainable urban development and strategic spatial planning. READ MORE

  3. 3. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Rebecca Ketola; Sandra Norrman; [2019]
    Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

    Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

  4. 4. Corporate social responsibility communication : a case study of Oatly

    University essay from SLU/Dept. of Economics

    Author : Alexandra Mendebaba; [2019]
    Keywords : code of conduct; corporate communication; corporate marketing; corporate social responsibility; corporate social responsibility communication; stakeholder management; stakeholder involvement strategy; sustainability report;

    Abstract : The concept of corporate social responsibility (CSR) offers a solution for businesses to identify their roles in society in order to maintain corporate legitimacy in cooperation with the communities they exist. Even though companies started to work with CSR as part of their business, CSR communication remained overlooked, and the literature is scattered around various disciplines. READ MORE

  5. 5. An Alternative Path to Customer Analysis : A qualitative case study with the aim to investigate the paradigm of segmentation and an alternative path to enhanced customer analysis

    University essay from Högskolan i Jönköping/IHH, Marketing and Logistics; Högskolan i Jönköping/IHH, Marketing and Logistics

    Author : Li Persson; Green Salmonson Sigrid; [2019]
    Keywords : Segmentation; customer analysis; psychographic; values; lifestyles; market communication; brand communication and communication models;

    Abstract : Problem: The concept of marketing segmentation was introduced over 60 years ago and have been a central element in the process of conducting customer analysis since then. However, it has barely been criticized. READ MORE