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1. 1. Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs

   Master-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Tekniska fakulteten

   Författare :Johan Elgh; Felix Nyberg-Åslund; [2015]
   Nyckelord :Brand management; B2B; IMC; Internationalisation; Marketing; SME;

   Sammanfattning : This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. LÄS MER