Essays about: "marketing strategy dissertation"

Showing result 16 - 20 of 25 essays containing the words marketing strategy dissertation.

1. 16. Cause related marketing : how does a cause-related marketing shape consumer perception, attitude and behaviour?

   University essay from Sektionen för Hälsa och Samhälle

   Author : Valentina Alcheva; Cai Yonggang; Zhao Lingyan; [2009]
   Keywords : cause-related marketing; consumer attitude; perception; buying behaviour; marketing communication;

   Abstract : American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. READ MORE

3. 17. How do students choose their banks?

   University essay from Sektionen för Hälsa och Samhälle

   Author : Andreas Gleerup; Marcus Harborn; [2009]
   Keywords : Brand equity; banking industry; consumer behavior; customer based brand equity; students;

   Abstract : The purpose of this dissertation is to investigate customer behaviour in the banking industry of students at Kristianstad University. We wanted to test the theory of Customer based brand equity in the banking industry but also to challenge this theory with other independent theories which we have identified as important concerning customer behaviour the banking industry. READ MORE

4. 18. American Fast Food in Chinese Market: A Cross-Culture Perspective : The Case of KFC and McDonald's

   University essay from Sektionen för ekonomi och teknik (SET)

   Author : Cui Yu; Ting Zhang; [2009]
   Keywords : culture; cross-culture; marketing strategy; fast food industry;

   Abstract : Culture differences play a significant role in the international marketing, which has drawn many researchers‟ attention. This dissertation will focus on how the cross-cultural environments influence the choice of marketing strategies. The theoretical framework of this study mainly contains cross-culture theories and 4P marketing strategy. READ MORE

5. 19. Marketing Strategies during financial crisis

   University essay from Sektionen för ekonomi och teknik (SET)

   Author : Barbara Hruzova; [2009]
   Keywords : Marketing; financial crisis;

   Abstract : The current financial crisis has spread around the world and no business sector has stayed untouched. While companies in some sectors have been forced to close down or lay off employees, companies in the food retail sector mainly have to adapt to their customers´ preferences, which according to Ang, Leong & Kotler (2000) change in times of financial crisis. READ MORE

6. 20. Culture in International Positioning

   University essay from Sektionen för ekonomi och teknik (SET)

   Author : Andreas Hasselgren; Sara Jansson; [2008]
   Keywords : positioning; international positioning; cross-cultural marketing; multiple case studies;

   Abstract : The concept of positioning was first highlighted by Trout and Ries in an article published in 1971 and has since then been a well-studied subject. However, little study has been made regarding the way the positioning strategy changes depending on which country the company is about to enter. READ MORE