Sökning: "Alexander Wasling"

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1. 1. Content - From Selling to Helping : A case study of how ICA's content marketing efforts can assist the consumers' consumption practices

   Kandidat-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

   Författare :Anna Blom; Cecilia Pettersson; Alexander Wasling; [2016]
   Nyckelord :;

   Sammanfattning : As a response to the increase in selective attention and to the changing marketing landscape, a marketing trend has emerged whereby marketers have acknowledged the importance of moving from selling to helping the consumer. This trend is called content marketing, and although it is growing in importance, there is a lack of research within the field as existing literature merely aims to explain what it is, and thus, does not create an in-depth understanding of the phenomenon in relation to the consumer. LÄS MER