Essays about: "marketing communication mix"

Showing result 6 - 10 of 44 essays containing the words marketing communication mix.

1. 6. 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

3. 7. Mash It Up! Exploring the Phenomenon of Retail Mash-Up and the Survival of the Physical Retail Place in a Digitalised World

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Elin Johansson; Frida Öjerbrant; [2018]
   Keywords : Retail Mash-up; Retail Format; Customer Experience; Multi- Omnichannel; Innovation; Physical Store Atmosphere; Marketing Communication; Business and Economics;

   Abstract : Forces such as globalisation, digitalisation and changes in consumer behaviour have led to a discussion among practitioners as well as scholars whether the physical retail place will stay relevant or even exist in the future. One way for brick-and-mortar retailers to stay competitive is to adopt new and innovative business models and formats, alongside a focus on the customer experience and how to optimise the physical place to stimulate feelings in a way which cannot be achieved online. READ MORE

4. 8. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

   University essay from Umeå universitet/Företagsekonomi

   Author : Matthieu BOUVIER; Marlène LESAULE; [2017]
   Keywords : Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

   Abstract : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. READ MORE

5. 9. The effect of eWOM components on brand attitude and purchase intention : A cross country study between Germany and Sweden

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Tabea Baur; Björn Nyström; [2017]
   Keywords : Components of eWOM; Brand Attitude; Purchase Intention; Culture; Channels; Information Type; Length; Valence; Inorganic eWOM; Perception;

   Abstract : In today ́s technical environment people are surrounded by information. The revolution of the Internet provides consumers with different channels where product information can be found and consumed. READ MORE

6. 10. When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Rodillas Rebecca; Bjärkvik Hanna; [2017]
   Keywords : Advertising; Anti-Consumption; Brand; Brand Avoidance Integrated Marketing Communication.;

   Abstract : Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. READ MORE