Sökning: "Axel Krook"

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  1. 1. Mobile Marketing – An empirical study of Smartphone devices as a marketing tool to build brand equity

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Axel Guth; Alexander Krook; [2011]
    Nyckelord :management; Företagsledning; Management of enterprises; communication agency; creativity; brand equity; Mobile marketing; mobile applications; Business and Economics;

    Sammanfattning : The purpose of this thesis is to gain deeper understanding of Smartphones as a marketing communication channel and to identify the key success factors. The aim is to be able to develop our own framework for successful mobile marketing, which pitfalls to avoid and which factors to emphasize, by reviewing previous studies and further develop these by applying them to a case study, which will enable a framework tailored for a specific purpose. LÄS MER