Sökning: "B2B branding"

Visar resultat 1 - 5 av 42 uppsatser innehållade orden B2B branding.

  1. 1. Green Brand Equity in industrial B2B markets : A cross-sectional study of Sandvik Coromant’s customers

    Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Maria Beckman; [2019]
    Nyckelord :Green Brand Equity; B2B brand management; environmental management; sustainability; B2B branding; purchase decision making processes; B2B purchasing;

    Sammanfattning : The concept of Green Brand Equity is based on the assumption that customers will be more favorable towards a firm's brand when the firm provides products and services that satisfy the customers' environmental needs. While environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research inbusiness-to-business (B2B) contexts is still scarce. LÄS MER

  2. 2. The Effect of Marketing Automation on the Buying Decisions : A quantitative study on SMEs explored through brand awareness and external branding in a B2B context

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Benjamin Nilsson; Paraskevi Tsakmaki; [2019]
    Nyckelord :Marketing Automation; Brand Awareness; Buying Decisions; Brand Communication; External Branding; Content Marketing; B2B SMEs;

    Sammanfattning : As digitalization has evolved over the years, the need for automating procedures for faster results has become stronger. Marketing automation is a software that automates an organization’s marketing activities. Its purpose is to deliver a firm’s personalized messages to the existing and potential customers. LÄS MER

  3. 3. IT ALL STARTS FROM WITHIN : A multi-case study on internal branding

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Pauline Thurfjell; Johanna Bjärevall; [2018]
    Nyckelord :Internal Branding; Internal Communication; Living the Brand; Brand Commitment;

    Sammanfattning : Branding is a widely researched and discussed area, but the focus tends to be aimed towards business-to-consumer (B2C) companies rather than business-to-business settings (B2B). Brands per se used to be seen as the visuals belonging to an organization, but there has been a shift in meanings and it now includes perceptions and recognition of a brand - both internally and externally. LÄS MER

  4. 4. Digital inbound marketing as an approach to scale up B2B sales

    M1-uppsats, Lunds universitet/Produktionsekonomi

    Författare :Maja Sölve; Johanna Öjeling; [2017]
    Nyckelord :B2B branding; B2B buying process; B2B selling process; Content marketing; Digital marketing; Email marketing; Inbound marketing; Marketing automation; Mobile marketing; Search engine optimization; Social media marketing; Technology and Engineering;

    Sammanfattning : Although digital inbound marketing has been widely researched within B2C industries, very little academic research has been done on the subject within B2B sectors. With today’s rapid flow of information and constant change in buying behavior when purchasing consumer goods, B2B buyers are also demanding a simpler, more digitized approach of gathering information. LÄS MER

  5. 5. Let us tell you a story... : A study about the understanding of storytelling as a branding tool

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Monié Sophia; Pettersson Emy; [2017]
    Nyckelord :storytelling; narrative; branding; actantial model; sales professionals; B2B;

    Sammanfattning : .... LÄS MER