Essays about: "importance of marketing orientation"

Showing result 1 - 5 of 15 essays containing the words importance of marketing orientation.

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. A bank’s strategical positioning within the Green Sector for an increased customer satisfaction : a segmented kano analysis

   University essay from SLU/Dept. of Economics

   Author : Oscar Klofsten; [2021]
   Keywords : customer satisfaction; service marketing mix; segmented kano; analysis; green sector; bank;

   Abstract : The major banks in Sweden are seen as confusingly similar to their customers. By taking a behavioural focus, banks may understand how they can make themselves unique and increase their customer satisfaction. Through increasing customer satisfaction, banks may be able to gain a competitive advantage and consequently increase their profit. READ MORE

4. 3. Record labels' chance to drive the future! How record labels handle the changing landscape to create value in the relationship between record label and artist as well as artist and consumer

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

   Author : Celina Johansson; [2020]
   Keywords : Music industry; Record labels; Market orientation; Service logic; Consumer engagement;

   Abstract : The digital advancement has enabled a shift in the power dynamics of different players in the industry. For instance, the digital music services and platforms that help artists to release their music independently, hence artists don't need the record labels to release their music and connect with fans. READ MORE

5. 4. Cultural Influence in Advertising : A Comparative Analysis of IKEA’s Video Advertising in Sweden and Japan

   University essay from Högskolan i Jönköping/HLK, Medie- och kommunikationsvetenskap

   Author : Annika Reitz; [2018]
   Keywords : Culture; Cross-cultural Research; Advertising; Marketing; Standardization; Adaptation; Hofstede;

   Abstract : International marketing activities have a great impact on the prosperity and competitiveness of multinational companies (Akgün, Keskin, & Ayar, 2014). That is why the design of marketing activities is especially important. Researchers claim for cultural sensitivity. READ MORE

6. 5. Green Strategies in B2B: why and how? : a qualitative study of plastic manufacturers

   University essay from Linnéuniversitetet/Institutionen för organisation och entreprenörskap (OE)

   Author : Sofia Larsson; Madelaine Kastberg; [2016]
   Keywords : Green marketing; green marketing strategies; B2B; business-to-business; corporate environmentalism; plastic industry; GGVV-region;

   Abstract : Humanity is facing one of the toughest environmental challenges of all time due to our continuous growth and never-ending consumption. The industrial firms (B2B) are one of the actors with the power to turn this around. READ MORE