Essays about: "definition of marketing management"

Showing result 1 - 5 of 16 essays containing the words definition of marketing management.

  1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Felix Ellqvist; Niklas Kjellander; [2023]
    Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

    Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

  3. 2. Social Media Marketing Strategies and Consumer Engagement during the COVID-19 Pandemic : An exploratory study of IKEA, including a multiple-case comparison between the UK, Australia and Sweden.

    University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

    Author : Johanna Stenberg; Milana Ruljova; [2021]
    Keywords : Social Media Marketing Strategy; Consumer Engagement; Instagram; COVID; IKEA;

    Abstract : ABSTRACT Background: The marketing efforts made by firms have been forced to change dramatically during the past year as a consequence of the COVID-19 pandemic. Online communication and social media platforms have seen a boom in users and firms have been forced to switch both their sales and marketing efforts to the online world. READ MORE

  4. 3. How to be Perceived as a Sustainable Brand : Success Factors for Signaling Sustainability while Avoiding Greenwashing

    University essay from KTH/Skolan för industriell teknik och management (ITM)

    Author : Micaela Drugge; Emma Svensson; [2021]
    Keywords : Green Branding; Brand Strategy; Environmental Advertising; Sustainable Marketing Orientation; and Greenwashing;

    Abstract : Being perceived as a sustainable brand by customers is becoming increasingly more important for companies. This has resulted in that more companies are communicating what actions they take to be more sustainable. Companies also utilize symbol and labels to signal suitability on products and services. READ MORE

  5. 4. Branding and consumers in the kitchen appliances industry context : An exploratory study with a focus on customer experience

    University essay from Uppsala universitet/Industriell teknik

    Author : Nicola Mantellina; Rosendo Solvas Navarro; [2019]
    Keywords : brands; consumers; consumers experience; competitive advantage; loyalty; marketing; business strategy; brand loyalty; branding strategies; brand management theories.;

    Abstract : Researchers have shown that strategies focused on building long-term competitive advantage tend to be more profitable for businesses. Further, companies have traditionally put their focus on strategies and on marketing tangible attributes of products and services such as quality, price and so on to differentiate from the competitors (Mascarenhas et al, 2006). READ MORE

  6. 5. The Impact of Sustainable Bonds

    University essay from KTH/Industriell Management

    Author : MICHAELA KAREFLOD; JENNIFER LJUNGQUIST; [2018]
    Keywords : Sustainable bonds”; “Sustainable finance”; “Sustainability effects”; “Measuring sustainability”; “Reporting of sustainable bonds”; “Impact of sustainable bonds”; “Sustainability measurements: techniques”; “Quantifying impact”; “Spreading Sustainability”; “Marketing strategy within finance”; ”Hållbara obligationer”; ”Hållbar finans”; ”Hållbarhetseffekter”; ”Mäta hållbarhet”; ”Rapportering av hållbara obligationer”; ”Effekt av hållbara obligationer”; ”Hållbarhetsmått: tekniker”; ”Kvantifiera hållbarhet”; ”Sprida hållbarhet”; ”Marknadsstrategi inom finans”;

    Abstract : Environmental changes and social instability are two great challenges of today’s society. The development of the sustainable bond market is a response to these. The demand is strong but there is no clear definition of the instruments and there is no standardised way of measuring the effect of them. READ MORE