Essays about: "marketing mix"

Showing result 41 - 45 of 216 essays containing the words marketing mix.

1. 41. Small enterprises’ marketing strategy in the digital era : A study of hotels in Sweden

   University essay from Högskolan i Gävle/Företagsekonomi

   Author : Tobias Pettersson; Daniel Tadesse; [2019]
   Keywords : Marketing Mix; Hotel Industry; Digitalization; Social Media Marketing; Customer Satisfaction.;

   Abstract : Aim: The aim of this study is to explore small enterprises’ marketing strategy and the digital tools that can improve their odds in the market against competitors and gain competitive advantage. Method: Qualitative study was conducted using primary and secondary data for this study, where primary data was collected through ten semi-structured interviews. READ MORE

3. 42. Time to clear the air ; Understanding how and why the cloud-computing offering has changed over time. A qualitative case study from a supplier's perspective.

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

   Author : Rebeka Karabeleska; David Thurfjell; [2019]
   Keywords : Cloud; Business Models; Buyer-seller relationship; Supplier ability; Customer uncertainties;

   Abstract : Cloud computing has recently become a hot topic and has been predicted to revolutionize business. Despite the wide celebrations of the technology's benefits to organizations, researchers have given little attention to the business side of cloud and most existing literature on the subject has a clear technology focus. READ MORE

4. 43. Marketing Mix Modelling: A comparative study of statistical models

   University essay from Linköpings universitet/Institutionen för datavetenskap

   Author : Richard Wigren; Filip Cornell; [2019]
   Keywords : Marketing mix modelling; Media mix modelling; Model evaluation; Time series regression; XGBoost; Bayesian structural time series; Bayesian hierarchical models;

   Abstract : Deciding the optimal media advertisement spending is a complex issue that many companies today are facing. With the rise of new ways to market products, the choices can appear infinite. One methodical way to do this is to use Marketing Mix Modelling (MMM), in which statistical modelling is used to attribute sales to media spendings. READ MORE

5. 44. Consumer experience : An exploratory study of why consumers chose to buy groceries online

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Marcus Johansson Moberg; Tilda Karlsson; [2019]
   Keywords : Consumer Experience; Offline Grocery Shopping; Online Grocery Shopping; Channel Choice; The Marketing Mix;

   Abstract : Traditional grocery shopping has been the only option for Swedish consumers to purchase groceries for a long time. However, the relatively new format, online grocery shopping is rapidly growing in popularity. Hence, consumers are presented with a completely new grocery shopping experience which has different advantages and disadvantages. READ MORE

6. 45. Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Erik Bäcklund; Kagstedt Martin; [2019]
   Keywords : Generational Cohorts; Generation Z; Communication Channels; Integrated Marketing Communications; Consumer Behaviour; Hierarchy of effects model; Brand Awareness; Brand Knowledge; Brand Liking; Purchase Intention.;

   Abstract : Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. READ MORE