Search for dissertations about: "Marketing work"

Showing result 1 - 5 of 80 swedish dissertations containing the words Marketing work.

  1. 1. Rhetorical business : a study of marketing work in the spirit of contradiction

    Author : Tomas Nilsson; Lund University; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; Marketing; Marketing practice; Marketing work; Rhetoric; Argumentation; Sophists; Knowledge-intensive services; Professional services; Consulting; Ethnography; Marketing; Marknadsföring;

    Abstract : Marketing has traditionally been understood from the perspective of marketing management. This causes problems when we study marketing practices because the normative discourse of marketing management is not particularly useful for describing the day-to-day work of marketing practitioners. This calls for marketing research from new perspectives. READ MORE

  2. 2. Setting the Marketing Scene: Reality Production in Everyday Marketing Work

    Author : Peter Svensson; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Consultancy work; Advertising work; Discourse; Marketing work; Social constructionism; Market study; Marknadsanalys;

    Abstract : The aim of this thesis is to offer a contribution to the understanding of marketing work. In orthodox, mainstream marketing management literature, the work of marketing is commonly depicted as a fairly straightforward practice, technical in character, neutral in terms of social values and ideologies, operating within an objective and pre-given world. READ MORE

  3. 3. Rhetorical business : A study of marketing work in the spirit of contradiction

    Author : Tomas Nilsson; Institutionen för service management och tjänstevetenskap; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SOCIAL SCIENCES; ethnography; consulting; professional services; knowledge-intensive services; sophists; argumentation; rhetoric; marketing work; marketing practice; Marketing; rhetorical analysis;

    Abstract : Marketing has traditionally been understood from the perspective of marketing management. This causes problems when we study marketing practices because the normative discourse of marketing management is not particularly useful for describing the day-to-day work of marketing practitioners. This calls for marketing research from new perspectives. READ MORE

  4. 4. Micro-foundations of value-based pricing and selling

    Author : Mario Kienzler; Christian Kowalkowski; Daniel Kindström; Paul Ingenbleek; Linköpings universitet; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; ENGINEERING AND TECHNOLOGY; TEKNIK OCH TEKNOLOGIER; TEKNIK OCH TEKNOLOGIER; ENGINEERING AND TECHNOLOGY; Micro-foundations; value-based pricing; value-based selling; managerial psychology; business markets;

    Abstract : Enabling customer value creation is central to marketing theory and practice. Yet, doing so does not ensure that supplier firms profit from it. Value-based pricing and selling come with the prospect of translating customer value creation into greater profits for suppliers. READ MORE

  5. 5. Three Faces of Diversity Rhetoric : Managerialization, marketing and ambiguity

    Author : Alejandro Leiva; Jens Rydgren; Ellen Berrey; Stockholms universitet; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; Diversity; diversity rhetoric; consultants; law; managerialization; ambiguity; marketing; Sociology; sociologi;

    Abstract : Over the past decades, the language of diversity management has spread from the US to many parts of the world, including Sweden, where it emerged in the mid 1990’s. Consisting of three papers, this thesis contributes to the field of critical diversity studies by examining the multifaceted character of diversity rhetoric among Swedish diversity consultants. READ MORE