Essays about: "customer and marketing"

Showing result 11 - 15 of 948 essays containing the words customer and marketing.

1. 11. Digital media use towards relationship initiation in marketing : A qualitative study of Swedish Micro-firms in a B2B context

   University essay from Umeå universitet/Företagsekonomi

   Author : Xian Li; [2023]
   Keywords : Keywords: Digital media; Relationship marketing; Business-to-Business marketing; Trust; Customer relationship initiation;

   Abstract : This thesis aims to explore what and how Swedish micro firms use digital media towards relationship initiation in a Business-to-Business (B2B) context. Digital media has been increasingly studied in marketing over time, but it has been predominated by Business-to- Customer (B2C) context, while the Business-to-Business context lacks attention, micro B2B firms even less in particular. READ MORE

3. 12. eCRM PERSONALIZATION STRATEGIES : Influence of content personalization on consumer engagement performance of email marketing campaigns

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Daniela Rodriguez; [2023]
   Keywords : CRM; email marketing; content personalization;

   Abstract : Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement.  Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies. READ MORE

4. 13. Love is all you need - Defining the concept of love brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
   Keywords : brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

   Abstract : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. READ MORE

5. 14. Seeking License to Operate in Times of Uncertainty: A discourse analysis of how a GRO communicates to obtain loyalty during a prevailing inflation

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Oskar Nordström; [2023]
   Keywords : Public Relations; Corporate Communication; Digital Marketing Communication; Customer Loyalty; Inflation; Grocery Retail Operator; Grocery Retail Industry; Social Sciences;

   Abstract : During recent years, Swedish society has been affected by circumstances causing conditions for uncertainty. Since the beginning of 2022 the prevailing inflation has caused further implications on societal, organizational and individual levels. Due to the economic difficulties, grocery prices have increased significantly. READ MORE

6. 15. Enhancing Interfunctional Coordination in B2B Companies: The Strategic Potential of Digital Tools : A qualitative study on how digitalization can be used as a strategic driver to enhance interfunctional coordination and improve customer orientation in B2B.

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Matilda Krantz; [2023]
   Keywords : interfunctional coordination; cross-functional; digitalization; supply chain; sales; marketing; B2B; go-to-market strategy; sharing information; customer orientation; customer value;

   Abstract : In an ever-evolving digital landscape, the way we do business changes rapidly.  In this landscape, B2B companies are confronted with challenges that demand adaptation and reevaluation of their business models, such as exploring innovative approaches to resource utilization and streamlining workflows. READ MORE