Essays about: "integrated marketing communication strategy"

Showing result 1 - 5 of 23 essays containing the words integrated marketing communication strategy.

1. 1. The Cancel Culture Conundrum: Exploring the Risks for Influencer Marketing

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Mimi Carvell; Alice Nordgren; [2023]
   Keywords : Cancel culture; influencer marketing; decision making; risk; market communication; association network theory; strategy; Business and Economics;

   Abstract : The emergence of cancel culture has become a widely recognised phenomenon, yet its implications for influencer marketing has not been acknowledged in academic research. The purpose of this study was thus to explore how cancel culture is affecting organisation’s perception of risk with influencer marketing and which strategies are adopted to mitigate the risk. READ MORE

3. 2. French Business Schools’ reaction towards the increasing need of CSR and its impact on brand image. : A qualitative study on the French Business Schools’ behaviour towards CSR and brand image.

   University essay from Umeå universitet/Företagsekonomi

   Author : Clémence Loudiere; Justine Tessier; [2020]
   Keywords : CSR; Education; firm; Business school; sustainability; Brand image;

   Abstract : The researchers in this study wanted to focus on Business Schools by using management and marketing knowledge. Therefore, the most attractive subject for them was the link between CSR, Business schools and Brand image. READ MORE

4. 3. The Challenges of a Swedish SME in Entering the Chinese market - A case study on the market entry process of Cibes Lift Group AB to the Chinese market

   University essay from Göteborgs universitet/Graduate School

   Author : Malthe Vesström; Syed Nabil Raiyan; [2019-03-19]
   Keywords : SME; internationalization; emerging market; China; barriers; internal; external; challenges;

   Abstract : As the world has become more integrated with governments lowering trade barriers, regulations and with advancement in technologies, the internationalization of SMEs have been seen to rise. Through internationalization, SMEs are able enhance their capabilities, competencies, expand their customer base, increase their production capacity, profit and growth. READ MORE

5. 4. Sustainability Marketing : Sustainability Marketing on the Chinese Market

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Aida Licina; Hannah Radtke; Charlotte Johansson; [2018]
   Keywords : Sustainability; Sustainability Marketing; Sustainability marketing mix; Sustainability in China; Swedish Companies;

   Abstract : It is argued that sustainability today has become a mega-trend, where the consumers are more aware of their surroundings and businesses impact on the environment than ever. Companies have come to be critically observed by societies, which has put more pressure on them to act in more sustainable ways as well as becoming more transparent with their operational and sustainability communication towards stakeholders. READ MORE

6. 5. The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Malin Dalstam; Hedvig Nordlöf; Daniella Holmgren; [2018]
   Keywords : Influencer Marketing; Integrated Marketing Communication; Brand Identity; eWOM;

   Abstract : Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. READ MORE