Essays about: "marketing mix on marketing performance"

Showing result 1 - 5 of 18 essays containing the words marketing mix on marketing performance.

1. 1. Cultural Impact on Standardization/Adaptation of the Marketing Mix - A Qualitative Study on MNEs in the Sportswear Industry

   University essay from Göteborgs universitet/Graduate School

   Author : Matilda Arvidsson; Ruben Strandberg; [2022-07-05]
   Keywords : The Integration-Responsiveness Framework; Globalization; Localization; Standardization; Adaptation; Cultural Difference; Marketing Management; International Marketing;

   Abstract : In order for an international business to grow and secure competitive advantages, firms have to exploit and expand to new markets and pinpoint the importance of international marketing. Local market demand is highly related to cultural differences and consumer preferences which raises the dilemma whether firms should adapt their marketing mix to the new local market or use a cost-effective standardized model that is based on their host market. READ MORE

3. 2. Making Sense of the Net Promoter Score (NPS) - A study of NPS' relationship to Word of Mouth, attitudinal loyalty and customer satisfaction, and what drives these mindset metrics

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

   Author : Christoffer Rodell; Theo Örtengren; [2022]
   Keywords : Net Promoter Score; Word of Mouth; Attitudinal loyalty; Associations; Mindset metics;

   Abstract : Since Fredrick F. Reichheld introduced the Net Promoter Score (NPS) in 2003, it has become one of the most favored customer mindset metrics (MSMs) within business practice. Often, it is claimed to be an indicator of customer loyalty, satisfaction, and Word of Mouth (WOM). READ MORE

4. 3. Individual sponsorship implementation and its managerial motivations : A collective case study of the managerial motivations behind the implementation of individual sponsorship in Swedish outdoor recreation sports

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Olle Lagerqvist; Daniel Carlsson; [2022]
   Keywords : Sponsorship; sport sponsorship; individual sponsorship; leveraging; congruence; sponsorship-linked marketing;

   Abstract : Background: In recent years, sponsorship has become an important and heavily implemented marketing communications tool, and the significance of sponsorship is especially seen within the context of sports. Despite the heavy implementation of sponsorship, both in a team context and on an individual level, existing sponsorship literature has been strongly focused on sponsorship in a team context, thus neglecting the individual aspect of sponsorship. READ MORE

5. 4. Bayesian Structural Time Series in Marketing Mix Modelling

   University essay from KTH/Matematik (Avd.)

   Author : Jessika Karlsson; [2022]
   Keywords : Marketing mix modelling; Bayesian structural time series; variational inference; local linear trend; semi-local linear trend; Marketing mix modellering; Bayesianska strukturella tidsseriemodeller; variationell inferens; lokal-linjär trend; semi-lokal linjär trend;

   Abstract : Marketing Mix Modelling has been used since the 1950s, leveraging statistical inference to attribute media investments to sales. Typically, regression models have been used to model the relationship between the two. READ MORE

6. 5. Sales Modeling and Local Factor Decomposition for Optimal Investment Decisions in MMM: A Monte Carlo Simulation Study

   University essay from Handelshögskolan i Stockholm/Institutionen för nationalekonomi

   Author : Daniel Heimgartner; [2020]
   Keywords : Marketing Mix Modeling; Shapley Value Regression; Time-Varying Effect Models; Shapley Additive Explanations; Accumulated Local Effects;

   Abstract : Media Mix Models (MMM) are used to understand drivers behind key performance indicators and to measure the effectiveness of media channels. The key metric to report causal impacts of media investments on sales is return on investment (ROI). The shape of ROI-curves crucially impacts optimal allocation. READ MORE