Sökning: "höginvolveringsköp"

Hittade 1 uppsats innehållade ordet höginvolveringsköp.

  1. 1. Kunden som hjälte - Ett narrativt perspektiv på den komplexa kundresan

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Sara Hansom; Märta Bylow; [2017]
    Nyckelord :höginvolveringsköp; hjälteresa; berättelser; strategisk kommunikation; narrativt perspektiv; kundupplevelser; kundresa ; Social Sciences;

    Sammanfattning : This bachelor thesis is written within the field of strategic communication, focusing on marketing communication and the concept of sensemaking. Instead of seeing a high involvement purchase according to the traditional and linear buyer decision process, this thesis suggests the purchase instead to be seen as a customer journey, which addresses the complexity of the purchase. LÄS MER