Sökning: "foundations of marketing"

Visar resultat 1 - 5 av 29 uppsatser innehållade orden foundations of marketing.

  1. 1. Co-branding som strategi för småföretag och i relationen till deras kunder : En kvalitativ studie om varumärkessamarbeten

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Gabriela Valenzuela Rivera; Nour El Khadam; [2023]
    Nyckelord :co-branding; small businesses; qualitative study; brand equity; consumer behavior; brand building; brand associations; relationship marketing;

    Sammanfattning : The aim of this study is to understand how co-branding can be strategically implemented and its relevance in small business customer relationships. The study serves as a guide for small businesses striving to strengthen their brand and improve their customer relationships through strategic utilization of co-branding. LÄS MER

  3. 2. The Impact of AI on the Media Industry.

    Magister-uppsats, Uppsala universitet/Institutionen för informatik och media

    Författare :Muhammad Hashim Khan; [2023]
    Nyckelord :Artificial intelligence; media industry; impact; ethical considerations;

    Sammanfattning : The impact of artificial intelligence (AI) on the media industry is examined in this thesis study. A full understanding of the effects of AI integration in many dimensions of the media landscape is provided through a methodical review of the literature that highlights key themes and ideas. LÄS MER

  4. 3. Lyckad eller misslyckad individanpassad marknadsföring?

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :William Fankl; Pelle Szegedi Jess; Victor Tomas; [2022]
    Nyckelord :Individanpassad marknadsföring IAM ; kundupplevelse; upplevelsebaserad marknadsföring; frekvens; relevans; Business and Economics;

    Sammanfattning : Title: Successful or unsuccessful personalized marketing? - A study on the attitude of young adult consumers towards personalized marketing and its impact on the customer experience Seminar date: January 11th 2023 Course: FEKH29, Business Administration: Bachelor's Degree Project in Marketing, Undergraduate level, 15 credits Authors: William Fankl, Pelle Szegedi Jess, Victor Tomas Supervisor: Veronika Tarnovskaya Five Keywords: Personalized marketing, Customer experience, Experiential marketing, Frequency, Relevance Research Question: What are young adult consumers' attitude towards personalized marketing and how does it affect the customer experience? Purpose: The purpose of this study is to increase understanding of the attitudes that personalized marketing generates among young adult consumers and its impact on customer experience Methodology: This study uses a qualitative method with a semi-structured interview process. The study has a constructionist ontological standpoint and an abductive research approach. LÄS MER

  5. 4. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jakob Ferenius; Victoria Kotras; [2021]
    Nyckelord :Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

    Sammanfattning : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. LÄS MER

  7. 5. Hållbarhetsredovisning - En studie utifrån ett intressentperepektiv

    Kandidat-uppsats, Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

    Författare :Elvira Jarlfors; Mathilda Eryd; [2021]
    Nyckelord :: IASB; IFRS Foundation; Comment Letters; green marketing; greenwashing; stakeholder theory; legitimacy theory.; IASB; IFRS Foundation; Comment Letters; grön marknadsföring; greenwashing; intressentteorin; legitimitetsteorin.;

    Sammanfattning : AbstractThroughout the world today, there is unquestionably, an increasing interest surrounding issuesconcerning sustainability, and this has in turn led to new discussions regarding the developmentof sustainability reporting. It is mandatory in Sweden for example, for companies which meetcertain criteria set by the ÅRL, to prepare reports on sustainability, including a compulsoryannual summary. LÄS MER