Essays about: "marketing technique"

Showing result 16 - 20 of 93 essays containing the words marketing technique.

  1. 16. Contextualizing Data in Marketing Practice

    University essay from Göteborgs universitet/Graduate School

    Author : Jens Andersson; Robert Odéen; [2020-06-23]
    Keywords : Data-driven marketing; Digitalization; Analytics; Professional services;

    Abstract : Purpose - As data is becoming more available than ever for companies, this article aims to uncover the role of data within marketing practices by following its path through the marketers value creation process. That is, the factors deciding the use or non-use of data generated insights and how we can understand the dynamics between them. READ MORE

  3. 17. Assessing a restaurant service quality using the DINESERV model : A quantitative study on Pizza Hut

    University essay from Umeå universitet/Företagsekonomi

    Author : Habtamu Abezie; [2020]
    Keywords : DINESERV; Service quality; Customer satisfaction; Restaurant;

    Abstract : Abstract Customers are the main reason behind every companies’ survival in the market. And winning their interest has now become the concern for company owners and managers as well. However, many factors can affect the customer's satisfaction in the marketing environment. Among the determinants, service quality takes the most substantial part. READ MORE

  4. 18. Omnichannel path to purchase : Viability of Bayesian Network as Market Attribution Models

    University essay from Linköpings universitet/Filosofiska fakulteten; Linköpings universitet/Institutionen för datavetenskap

    Author : Anubhav Dikshit; [2020]
    Keywords : Market Attribution Model; Bayesian Network; Logistic Regression; Data driven marketing;

    Abstract : Market attribution is the problem of interpreting the influence of advertisements onthe user’s decision process. Market attribution is a hard problem, and it happens to be asignificant reason for Google’s revenue. There are broadly two types of attribution models- data-driven and heuristics. READ MORE

  5. 19. Consumer Research in the 2000s and 2010s: A Quantitative Assessment and Qualitative Review

    University essay from Lunds universitet/Sociologi; Lunds universitet/Sociologiska institutionen

    Author : William Hagströmer; [2020]
    Keywords : consumer research; consumer culture theory; bibliometric mapping; VOS; VOSviewer; scientific fields; Pierre Bourdieu; Social Sciences;

    Abstract : This thesis presents and analyses the results of a bibliometric mapping study of the field of consumer research between 2000 and 2019, aiming to provide a simultaneously descriptive and analytical account of consumer research that identifies the overall structure of the field, as well as the major sub-specializations within it. By utilizing Pierre Bourdieu’s social theory and sociology of science, I analyse the central tendencies exhibited by consumer researchers with regards to the conventions they follow, the literatures they draw from and the way they relate to each other’s texts. READ MORE

  6. 20. Do You Dare to Compare? The Effects of Comparative Advertising on Consumer Responses Towards the Advertised and Attacked Brands - A Case Study of Arla Foods and Oatly

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

    Author : Louise Håkansson; Ebba Norberg; [2020]
    Keywords : Comparative Advertising; Market Position; Advertising Value; Malicious Comparative Advertising; Hierarchy of Effects;

    Abstract : In 2014, a long-stretched feud began between dairy company Arla Foods and oat milk company Oatly, and is continuously ongoing. The rivalry between the two companies includes advertising where the companies target one another, in different ways. READ MORE