Essays about: "marketing strategy dissertation"

Showing result 11 - 15 of 25 essays containing the words marketing strategy dissertation.

1. 11. THE IMPACT OF MERGERS AND ACQUISITIONS ON BRAND VALUE IN THE HOTEL SECTOR DURING THE ECONOMIC CRISIS IN SPAIN. A CASE STUDY OF NH HOTELES & HESPERIA.

   University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

   Author : Joana Maria Rosselló Dalmau; Laura Arteaga Amorós; [2012]
   Keywords : ;

   Abstract : This dissertation examines the role and impact of the M&A’s created during the economic crisis in the tourism sector on the brand strategy, and their portfolio. We analyze different theories explaining brand concept, the advantages and disadvantages of building a new brand or buying an existing brand, how the portfolio can change after the merger and the concept of rebranding to draw conclusions thought the examination of a case study based on the biggest urban hotel chain in Spain: NH Hotels and its merger with Hesperia. READ MORE

3. 12. THE ROLE OF COMMUNICATION IN THE REPOSITIONING STRATEGY OF A TOURISM DESTINATION. A CASE STUDY OF A FRENCH SKI RESORT: AVORIAZ

   University essay from Sektionen för ekonomi och teknik (SET)

   Author : Léo Joly; Gabriel Juan Tous; [2012]
   Keywords : tourism marketing; core strategy; positioning; repositioning; communication mix; image; ski resort; Avoriaz;

   Abstract : This dissertation examines the role and impact of the promotion tools in the repositioning strategy of a tourism destination. Building on a theory which brings together the repositioning strategy process and the communication mix, this study is conducted through the examination of a case study based on one of the most important and innovative European ski resort: Avoriaz. READ MORE

4. 13. IMPACT OF SOCIAL-MEDIA USE ON BRAND EQUITY OF MAGAZINE BRANDS : A Qualitative Study of Vogue Turkey

   University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

   Author : Rana Babac; [2011]
   Keywords : Brand Equity; Equity; Social Media; Facebook; Media; Magazines; Vogue;

   Abstract : This dissertation examines the impact of social media use on the brand equity of magazine brands. Building on an integrative model, which brings together classical theories of brand management and the frontiers of research in social media, this study examines one of the first magazines to incorporate social media in its marketing strategy. READ MORE

5. 14. Integration of the Social Networking Media into Relationship Marketing Strategy : an investigation of sustainable cooperation between Newman and PetroChina

   University essay from Avdelningen för ekonomi

   Author : Rui Kang; Li Wei; [2011]
   Keywords : Social Media or Social Networking Media; Networking Marketing; Relationship Marketing; Customer Relationship Management; SME; Large Firm;

   Abstract : Network communication technology has developed for decades. As a result, nowadays, marketers can communicate clients more effectively through the use of social network media to develop a powerful relationship marketing strategy. This dissertation compares relationship marketing strategy with existing marketing theories. READ MORE

6. 15. Food retailing during economic downturn. In what way can marketing strategies be adapted to changing consumer’s behavior? Case study of Russian X5 Retail Group and Swedish the ICA Company

   University essay from Blekinge Tekniska Högskola/Sektionen för management

   Author : Anna Buneeva; Agshin Garajayev; [2010]
   Keywords : retail chain; food; marketing; price; demand;

   Abstract : Retailing is the considerable element of today economy. This sector was rapidly developing during past years. It was easy to make consumers spend their money because they wanted to spend money. Today consumers are no longer eager to spend as much as before. READ MORE