Sökning: "ego-defensive attitude"

Hittade 1 uppsats innehållade orden ego-defensive attitude.

  1. 1. Att placera konsumenter i fack. En studie i kategoriserande direktmarknadsföring.

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

    Författare :Ebba Bonnier; Malin Edvardsen; [2010]
    Nyckelord :categorization; direct marketing; ego-defensive attitude; self-identification; telemarketing;

    Sammanfattning : This thesis examines the extent to which segmentation and categorization in the context of direct marketing is an efficient way for a company to enhance its marketing effectiveness. The thesis is built on social identity and categorization theory, and tested by using statistical analysis. LÄS MER