Sökning: "Fredrik Palmberg"

Hittade 2 uppsatser innehållade orden Fredrik Palmberg.

1. 1. Content in Context - Taking an Advertising Approach to Content Marketing

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Fredrik Palmberg; Victor von Arbin Ljungberg; [2014]
   Nyckelord :Content Marketing; Advertising Approach; Advertising Equity; Media Context Effects;

   Sammanfattning : The marketing technique of creating and distributing valuable, relevant and consistent content on media platforms controlled by the brands, more commonly referred to as content marketing, is garnering attention among marketing practitioners. This study sets out to empirically examine the concept of content marketing with regards to advertising approach and media context effects. LÄS MER

3. 2. Social Media Relationships and the Swedish Coffee Industry - A Study Connecting Uses and Gratifications to SCRM Strategies and Business Functions

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Nils Fergin; Fredrik Palmberg; [2012]
   Nyckelord :Social CRM; Uses and Gratifications; Social Media Marketing; Facebook Fan Pages;

   Sammanfattning : In consumer product markets it has been standard for firms to use traditional relationship marketing to create a competitive advantage and brand loyalty, however lately a shift towards social media channels and Social CRM has been noted. Companies deem the new marketing channel promising, however social media users do not generally reflect on this way of interacting with brands unless they perceive it beneficial. LÄS MER