Search for dissertations about: "marketing strategy"

Showing result 1 - 5 of 62 swedish dissertations containing the words marketing strategy.

  1. 1. Digital Marketing Strategy : B2B and Stakeholders Communication

    Author : Maryam Lashgari; Klaus Solberg Søilen; Stefan Stieglitz; KTH; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; Digital Media; Proximity Marketing; Beacon Technology; Social Media; Industrial Economics and Management; Industriell ekonomi och organisation; Media Technology; Medieteknik; Informations- och kommunikationsteknik; Information and Communication Technology;

    Abstract : Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. READ MORE

  2. 2. Designing Interactive Value Development: Perspectives and Strategies for High Precision Marketing

    Author : Patrick L Sweet; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; economic systems; economic theory; econometrics; Economics; business logics; internet marketing; offering; energy services; marketing communication; decision style; design; marketing; value; value strategy; economic policy; Nationalekonomi; ekonometri; ekonomisk teori; ekonomiska system; ekonomisk politik; Management of enterprises; Företagsledning; management;

    Abstract : This dissertation addresses the design of value productive episodes at the customer/firm boundary. Its purpose is: To provide perspective and help articulate strategies for increasing precision of the design of interactive marketing and value productive efforts at firm/customer boundaries. READ MORE

  3. 3. The marketing-entrepreneurship interface : an evaluation of hybrid entrepreneurs

    Author : Caitlin Ferreira; Esmail Professors; Julie S. Tinson; Luleå tekniska universitet; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Entrepreneurial marketing; hybrid entrepreneurship; experiential learning theory; self-determination theory; venture development; motivations; strategic orientation; brand equity; growth strategy; comfort entrepreneur.; Industrial Marketing; Industriell marknadsföring;

    Abstract : Marketing and entrepreneurship may often be treated as distinct streams of academic research, however their complementary nature in practice highlights a number of areas of overlap between the two disciplines. The emergence and subsequent growth of entrepreneurial marketing has highlighted the intersection between marketing and entrepreneurship, with scholars expanding the context within which entrepreneurial marketing is examined. READ MORE

  4. 4. 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

  5. 5. 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