Essays about: "marketing orientation and marketing strategy"

Showing result 11 - 15 of 32 essays containing the words marketing orientation and marketing strategy.

1. 11. A TYPOLOGY OF BRAND ORIENTATION - A CASE STUDY OF CORPORATE BRAND MANAGEMENT

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gustaf Holmblad; Christina Ericsson; [2013]
   Keywords : Brand Orientation; CBIM Framework; Strategic Orientation; Market Orientation; Strategic Brand Management; Social Sciences;

   Abstract : ABSTRACT Title: A Typology of Brand Orientation Case Study of Corporate Brand Management Seminar date: 27/05/13 Course: Degree project in International Marketing and Brand management, Master Level, BUSN 39, 15 University Credit Points (15 ECTS). Authors: Christina Ericsson & Gustaf Holmblad Supervisor: Mats Urde Key words: Brand Orientation, CBIM Framework, Strategic Orientation, Market Orientation, Strategic Brand Management Thesis purpose: The purpose and the main focus of this study is to give empirical examples as well as to contribute to a typology showing ways in which organizations can be brand oriented. READ MORE

3. 12. Wag the WeiWei - A US boot in the Asian door

   University essay from Lunds universitet/Statsvetenskapliga institutionen

   Author : Tobias Hörnlein; Tova Halldén; [2013]
   Keywords : hard power; foreign relations; China; Asia Pacific; international politics; new media; public diplomacy; publicity diplomacy; propaganda; Realpolitik; soft power; US; Law and Political Science;

   Abstract : The growing interdependence and interconnectedness of the global community set the pace and frame for the evolution of foreign policy. Diplomacy formerly being the reserve of international communication has consequently been forced to change and branch out. READ MORE

4. 13. Internal Branding in Multinational Firms : A gap analysis of internal stakeholder perceptions

   University essay from Institutionen för marknadsföring (MF)

   Author : JoAnna Caster; Dana Linnes; [2013]
   Keywords : internal branding; internal brand; international marketing; marketing strategy; stakeholder perceptions; internal marketing orientation; human resource management; country of origin;

   Abstract : Authors: JoAnna Caster & Dana Linnes Tutor: Setayesh Sattari Title: Internal Branding in Multinational Firms- A Gap Analysis of Internal Stakeholder Perceptions Background: As globalization increases, the topic of internal branding has grown in popularity, particularly as a way for firms to secure a competitive advantage in the global marketplace. The topic is quite new however, and there are many aspects that have not been fully explored, including the influence of internal stakeholder perceptions on a firm’s internal brand and related support activities. READ MORE

5. 14. Social media utilization in the communication process of small and medium-sized enterprises

   University essay from Sektionen för ekonomi och teknik (SET)

   Author : Dominik Bernhard; Mohidin Abukar; [2012]
   Keywords : Social media; marketing communications; communication process; small and medium-sized enterprises SMEs ;

   Abstract : This dissertation examines the role of social media in the communication process of small and medium-sized enterprises (SMEs). Based on communication and social media theories, this study examines how small and medium-sized enterprises incorporate social media in their marketing and communication strategy. READ MORE

6. 15. Sustainability and organics : an explorative case study of the Swedish organic dairy sector from a sustainability marketing perspective

   University essay from Lunds universitet/LUCSUS

   Author : Sarita Bhagat; [2012]
   Keywords : sustainbility sciences; sustainable marketing; market orientation; organic dairy production; Sweden; Social Sciences;

   Abstract : Organic farming, considered as an agricultural practice, is supported by the CAP as an initiation for promoting environmental friendly method. The CAP supports the growth of a consumer-driven organic market. READ MORE