Search results for " Marketing"
showing 7 items of 1527 documents
The impact of store atmospherics and store layout on customer behavior in a hardware store retail setting : case: do-it-yourself store
2015
Comprehensive apprehension of retail establishment’s atmosphere’s effects on its cus-tomers’ overall perceptions of the store and thus purchasing behavior is an essential goal for any retailer, yet the previous marketing literature has converged on understanding the shopping environments of mostly malls, grocery stores, furniture stores and clothing stores. A window was left open for construing a wholly different shopping environment; DIY (do-it-yourself)/ hardware/ home improvement store. Shopping environment studies rely largely on environmental psychology theories in their attempts of deciphering the effects of environment on individuals. This study is fundamentally similar in nature, by…
Telekomunikācijas uzņēmuma Bite Latvija vērtību komunikācija ārējā vidē
2020
Bakalaura darba “Telekomunikācijas uzņēmuma Bite Latvija vērtību komunikācijā ārējā vidē” mērķis ir noskaidrot un identificēt “Bites Latvija” vērtību ārējās komunikācijas formas un veidus, kā arī metodes, kā “Bite Latvija” komunicē ārējā vidē, lai nodotu savas vērtības līdz patērētajiem un sabiedrībai. Bakalaura darbs sastāv no trīs daļām. Pirmā daļa balstās uz teorijas. Darba teorētiskās daļas saturu veido informācija no akadēmiskās literatūras par tādām tēmām kā korporatīva komunikācija, vērtību komunikācija un integrētā mārketinga komunikācija. Otrajā daļā aprakstītas metodes, kas tiks izmantotas darba tapšanas procesā. Pētījuma izstrādes ietvaros ir veikta daļēji strukturēta intervija a…
Social Media Monitoring in the industrial Business to Business Sector
2012
The objective of this paper is to provide new knowledge of social media monitoring (SMM) in the B2B sector. Specifically, we study the quantity of electronic word-of-mouth (eWOM) found on social media sites concerning B2B companies, as well how B2B companies view the nature and importance of eWOM. This case study research combines eight qualitative theme interviews executed in the autumn 2011 with a quantitative web data based on 3849 social media mentions collected with a social media monitoring (SMM) software rom the 25 August till 25 October 2011. Thus, the research contributes to marketing research both methodologically and theoretically. The results of this paper suggest that B2B compa…
The use of social media for knowledge acquisition and dissemination in B2B companies: an empirical study of Finnish technology industries
2019
Scholars and practitioners of knowledge management have paid increasing attention to the adoption of social media in business-to-business (B2B) setting for knowledge sharing; however, both the theoretical and empirical research in this domain are quite fragmented. The aim of this research is to deepen the understanding about the B2B companies’ awareness of the potentials of social media in improving their absorptive capacity and, consequently, if and how such companies deploy knowledge strategies based on social media adoption. We carried out an empirical survey of Finnish technology companies operating purely in B2B markets. Results highlight that social media adoption is still in a prelim…
The use of digital analytics for measuring and optimizing digital marketing performance
2016
Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity by the top management. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their attempts to measure marketing performance. The emergence of digital analytics tools (e.g., Web analytics) has raised optimism of improved measurability due to its ability to track customer behavior in the digital environment. However, research lacks a clear understanding of the opportunities and limitations of digital analytics, and what it takes from an organization to make the most of its usage. The dissertation advances the knowledge in this area by investigating how ind…
Marketing y responsabilidad. Una aproximación ética desde René Girard
2016
La presente tesis tiene como objeto analizar la ética aplicada al marketing desde la perspectiva de la responsabilidad bajo el presupuesto de la hermenéutica crítica. La ética del marketing supone el descubrimiento y análisis de los principios, valores y fundamentos éticos en el campo del marketing y su función dentro de las organizaciones, así como las responsabilidades del mismo en sus ámbitos de acción e influencia. Para ello, hemos respondido en la primera parte, a qué es el marketing, por cuanto una ética del mismo vendrá necesariamente determinada por su concepción y hemos determinado el deseo, la identidad y la confianza como elementos centrales para el marketing del siglo XXI. La se…
Інбаунд маркетинг: прикладні аспекти просування товарів і послуг в e-commerce
2019
This paper summarizes the features of the functioning of e-commerce in Ukraine. It has been proven that the activity of e-shops as important subjects of the e-commerce market is underregulated. This leads to consumer dissatisfaction with service quality in the online environment. The necessity of criteria creation was shown, which give them opportunities to e-shops management improve their service and enhance the level of satisfaction of target consumers, primarily based on the effective use of the newest method of promoting goods and services in e-commerce - inbound marketing on the example of infant nutrition. Rating evaluation of functional characteristics of infant nutrition e-shops was…