Sökning: "value-driven marketing communication"
Visar resultat 1 - 5 av 6 uppsatser innehållade orden value-driven marketing communication.
1. Sustainability Propaganda – The Oatly case : A qualitative content analysis of Oatly's external communication.
Kandidat-uppsats, Linnéuniversitetet/Institutionen för medier och journalistik (MJ)Sammanfattning : The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. LÄS MER
2. Mending the end-goal paradox of social and commercial marketing
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Title: Mending the end-goal paradox of social and commercial marketing - An explorative case study of brands’ emotional communication influence on consumers’ behavioural attitudes Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Klara Käll & Núria Budesca Alameda Supervisor: Annette Cerne Keywords: Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain Purpose: The purpose of this study is to investigate consumers' attitudes toward social marketing behaviours communicated by brands with regards to emotions. Methodology: This research was carried out with the research philosophies of relativism for ontology and social constructionism for epistemology. LÄS MER
3. Marknadsföringsstrategier i svenska alkoholföretag : En kvalitativ studie om alkoholföretags arbete med marknadsföringsstrategier
Kandidat-uppsats, Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhetSammanfattning : Swedish alcohol companies that produce beverages with more than 15 percent alcohol by volume have limited opportunities to design their marketing in accordance with Swedish law. This makes marketing for Swedish alcohol companies more difficult, which means that an effective marketing plan adapted to each company is required. LÄS MER
4. Trovärdigheten för värderingsdrivna marknadsföringsinitiativ
Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : Syftet med undersökningen är att få en djupare förståelse för vad värderingsdrivna marknadsföringsinitiativ genererar i relation till trovärdigheten för hållbarhetsarbete ur ett konsumentperspektiv. Vidare ämnar studien att undersöka hur det tillämpas av ett varumärke inom fast fashion-industrin, i den sociala kontexten på Facebook och Instagram. LÄS MER
5. Talk about value, not product... : The solution to widen the sales pipeline?
Master-uppsats, Umeå universitet/FöretagsekonomiSammanfattning : Business-to-business (B2B) organizations are facing challenges related to complex sales cycles and increasing competition, resulting in more value-driven sales processes and a holistic ecosystem for the B2B marketplace. Recent studies have acknowledged the lack of research on inside sales and sales development in B2B organizations. LÄS MER