Essays about: "literature review of marketing management in the business"

Showing result 1 - 5 of 35 essays containing the words literature review of marketing management in the business.

  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. Guidelines to align digital strategy with business strategy in a manufacturing SME

    University essay from Högskolan i Skövde/Institutionen för ingenjörsvetenskap

    Author : Marin Elizabeth Thomas; [2023]
    Keywords : Business strategy; digital strategy; manufacturing SMEs; strategy alignment;

    Abstract : The purpose of this thesis is to provide guidelines on how to align the business strategy and digital strategy in small and medium manufacturing enterprises. The research design includes a systematic-narrative literature review in which the data was collected through systematic and narrative examination followed by a qualitative analysis to identify themes and patterns. READ MORE

  4. 3. Don't say the "S"word. The Impact of Buzzwords on Brand Trust.

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lina Radilovic; August Strom; Salomé Morel Cavailhes; [2023]
    Keywords : Buzzword; sustainability; linguistics; brand image; brand trust; relationship management; brand loyalty.; Business and Economics;

    Abstract : Purpose: To investigate the impact of buzzwords on consumers' perceptions of marketing messages and their impact on brand trust. Design/methodology/approach: This paper adopts a qualitative and quantitative research method. READ MORE

  5. 4. Managing Profit and Growth

    University essay from Lunds universitet/Innovationsteknik

    Author : Gustav Geier; [2021]
    Keywords : Software as a Service SaaS ; profit-maximization; revenue growth; trade-offs; SaaS metrics; technology; Technology and Engineering;

    Abstract : Few business models are as hyped right now as the Software as a Service (SaaS) model. But how sustainable is it? In the last decade, SaaS has reshaped the software industry and has become a leading delivery model of B2B enterprise software. READ MORE

  6. 5. Increasing Retention in Insurtechs Through Churn Prediction

    University essay from Lunds universitet/Innovationsteknik

    Author : John Rapp Farnes; Oskar Christiansen; [2021]
    Keywords : Non-life insurance; Property and casualty insurance; Customer retention; Churn prediction; Predictive analytics; Classification; Machine learning; Mathematics and Statistics;

    Abstract : Over the last decades, the Swedish insurance industry has seen decreased entry barriers due to deregulation and emerging new technologies, which have the potential to disturb the stagnated and consolidated competitive landscape of the industry. Initiated by newcomers like American insurance startup Lemonade, and later Swedish Hedvig among others, there is an increased push toward digitalization, transparency, and automation in the industry. READ MORE