Essays about: "management thesis topic in marketing management"

Showing result 1 - 5 of 30 essays containing the words management thesis topic in marketing management.

1. 1. Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer

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

   Author : Elizabeth Anzén; Lukas Ekberg; [2020]
   Keywords : AI; B2B; Marketing Automation; Personalization; Value; Value Creation; AI; B2B; automatisk marknadsföring; personalisering; värde; värdeskapande;

   Abstract : In the last decade, marketing automation, a tool for automatic personalization, has been gaining significant traction among marketing professionals. In parallel with the growing adoption trend, many marketing automation platform providers have been extending their offers to include AI features. READ MORE

3. 2. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

   University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

   Author : Rebecca Ketola; Sandra Norrman; [2019]
   Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

   Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

4. 3. Preferred Approaches of Industrial Marketing by Innovative Technology Firms to Enhance the Diffusion of Innovation in the Financial Industry

   University essay from KTH/Industriell ekonomi och organisation (Inst.); KTH/Industriell ekonomi och organisation (Inst.)

   Author : Olivia Wuorimaa; Katharina Klimkeit; [2019]
   Keywords : Diffusion of Innovation; Industrial Marketing; Relationship Management; Customer Values; Communication; Innovation implementation; Network effects;

   Abstract : This paper will discuss the challenges that arise in the business-to-business marketing process in the area of highly technological and innovative solutions. The authors will depict the processes that are involved in the business-to-business marketing approach and portray the challenges that arise due to a number of factors, such as trust, customer value and early adoption, when it comes to selling new technology and innovative solutions, and innovations overall, that companies nowadays need, but not necessarily want. READ MORE

5. 4. Additive manufacturing at LEGO: Developing a holistic management framework for high-volume manufacturers

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

   Author : Jeppe Mikkelsen; [2018]
   Keywords : Additive manufacturing; 3D printing; operations;

   Abstract : Additive manufacturing (popularly known as 3D printing) is developing rapidly these years becoming increasingly relevant to high-volume manufacturing firms. The additive nature of the production technique makes it distinct to traditional manufacturing techniques that tend to be less flexible. READ MORE

6. 5. Let's start co-creating! : Establishing more successful collaborations between influencers and companies through co-creation.

   University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

   Author : Janin Brauer; Anna Schmidt; [2018]
   Keywords : influencer marketing; co-creation; brand partnerships; brand ownership shift; opinion leadership; Instagram;

   Abstract : Influencer marketing has become a buzz word within the industry over the last few years. However, marketers claim that the industry needs to focus on a more quality-driven approach for brand collaborations instead of just looking after follower numbers and the potential brand awareness guaranteed by them. READ MORE