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Dissertations / Theses on the topic 'B2B digital marketing strategy'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

Killander, Elias, Anton Ehn, and Joshua Steinlechner. "Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-98301.

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A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. Existing research and literature on how content creation can be used when entering a new market is, however, scarce. This thesis therefore identifies and describes how digital content creation has been, and can be, used when entering a new foreign market in order to create brand awareness. To achi

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2

D'Andrea, Jolanda. "L'E-commerce a supporto della strategia di marketing dei ricambi a livello globale: il caso Ariston Group." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2022.

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Se per molti settori il Covid-19 ha causato importanti rallentamenti, per il mondo della digitalizzazione ha costituito un vero e proprio acceleratore, rivoluzionando in poche settimane i fattori decisionali alla base dell’esperienza d’acquisto. Infatti, nonostante l'indiscutibile successo del gigante del marketplace Amazon, i primi acquisti online di molti consumatori sono stati registrati solo negli ultimi due anni. Anche il B2B, per anni rimasto nell’ombra tra scetticismo e falsi miti, ora diventa protagonista: i buyer delle aziende hanno subìto una vera e propria “consumerizzazione’’, pret

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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.

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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and pr

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4

Fistein, Benjamin. "Designing a Communication Strategy for a Start- Up Company." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-194093.

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This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing

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5

Szabó, Attila. "B2B marketingová komunikace společnosti John Deere." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192670.

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The aim of this master's thesis is to evaluate the implementation of the B2B marketing strategy of John Deere on a specific example. The theoretical part of the thesis focuses on defining the basics of modern marketing communications. Next it deals with defining the concept of B2B marketing and related strategies. The practical part focuses on the characterisation of the agricultural machinery industry and the slovak agricultural sector. Further it includes the introduction of other B2B marketing tools of John Deere in practice.

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Peca, Ondřej. "Marketingová strategie firmy Van Leeuwen." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4558.

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Lögdberg, Arvid, and Oscar Wahlqvist. "Podcasting as a Digital Content Marketing Tool within B2B : A qualitative case study exploring why and how Swedish B2B companies use podcasts as a marketing tool." Thesis, Linköpings universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-167329.

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Purpose The purpose of this thesis is to explore why and how B2B-companies use podcasts as a marketing tool and evaluate how it canfunction together with other marketing strategies. Problematization Digital content marketing is an increasingly popular marketingstrategy within B2B. There is however a large content saturationonline, this puts pressure on organizations having to increase theirmarketing creativity and finding alternative means to stand outfrom the crowd while at the same time staying within theirmarketing budget. Podcast marketing is a form of content marketingbeing fairly untappe

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8

Gomez, Andres Jorge. "Customer intimacy strategy in B2B technology businesses in Colombia." reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10438/16389.

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Submitted by Daniele Santos (danielesantos.htl@gmail.com) on 2016-04-05T18:31:05Z No. of bitstreams: 1 Jorge.pdf: 3646118 bytes, checksum: 7f404e070608495a4e922e9ba0aa4397 (MD5)<br>Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2016-04-12T20:12:48Z (GMT) No. of bitstreams: 1 Jorge.pdf: 3646118 bytes, checksum: 7f404e070608495a4e922e9ba0aa4397 (MD5)<br>Approved for entry into archive by Maria Almeida (maria.socorro@fgv.br) on 2016-04-16T16:41:27Z (GMT) No. of bitstreams: 1 Jorge.pdf: 3646118 bytes, checksum: 7f404e070608495a4e922e9ba0aa4397 (MD5)<br

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Becirspahic, Hanna, and Ella Rhodin. "The concept of success in B2B digital marketing activities, from one company perspective." Thesis, Högskolan i Jönköping, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40003.

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Elgh, Johan, and Felix Nyberg-Åslund. "Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119149.

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This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. The purpose of this thesis was therefore determined to be to explore what and how different factors influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of inter

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Amerian, Irsa, and Natallia Pisareva. "Integrating Social Media into the Marketing Communication Strategy : The Case of ID24." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18314.

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Problem: Integration of social media tools in marketing practice of B2B companies is not a widespread phenomenon yet. However, particular patterns of involvement already exist. Companies get connected through social media and they use Web 2.0 tools to engage the customers in communication and to interact and build relationships with them. Purpose: The overall purpose of this thesis is to deepen and broaden the knowledge of the application of social media into the communication strategy of B2B micro-firms. It aims to compare the integration of social media in direct and indirect, or through

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Sjöström, Hanna, and Jessika Jelincic. "Marknadsföringsstrategier för sociala medier hos B2B-företag." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24303.

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Syfte: Denna studie syftar till att analysera användningen av sociala medier i B2B-företagens marknadsföringsstrategi utifrån de sex komponenterna övervaka konversationer och lyssna på kunder, empowerment och engagera anställda, skapa attraktivt innehåll, stimulera elektronisk word of mouth (eWOM), utvärdera och välj kanaler samt förbättra förekomsten av varumärket. Metod: Denna studie antar en deduktiv ansats. Studien genomförs i form av en multipel fallstudie med kvalitativ forskningsdesign. Utifrån den teoretiska referensramen utformades en intervjuguide som användes i tolv kvalitativa semi

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Dimitrova, Polina, and Isa Sin. "Digital Marketing in Start-Ups : The role of digital marketing in acquiring and maintaining business relationships." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76330.

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This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper i

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Simbaqueva, John. "Conferencia Marketing Live 2019: Digital strategy & trends." Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626437.

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Auditorio Bancalari, Campus Monterrico, Universidad Peruana de Ciencias Aplicadas<br>Conferencia Marketing Live a cargo de la Carrera de Comunicación y Marketing John Simbaqueva; Digital Media General Director, DIGITAS PERÚ

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Gallotta, Francesca <1996&gt. "The impact of digital tools on B2B marketing: an analysis of North-Italian companies." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/17604.

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The purpose of this thesis is to present the impact of digital tools on Business to Business (B2B) relationships between companies and users. After reviewing the extant literature on this topic, the dissertation shows how the Internet has influenced marketing communication strategies around the world, marking the evolution from a “One-to-Many” to a "Many-to-Many” marketing philosophy. Social media platforms will be assessed specifically, and their use by organizations will be analysed across all the different business units. Their utility will be further demonstrated with respect to their spr

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Wester, Petra. "Framtidens marknadsföring : En kvalitativ studie om hur B2B-företag definierar och tillämpar content marketing i digital marknadsföring." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-134181.

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This study has been conducted with an aim to examine how employees working at B2B companies in Umeå understand, and describe the ever changing strategy of content marketing whilst at the same time analysing how said companies utilise the strategy on their own websites. Another aim of this study is to determine whether content marketing is used differently depending on the companies size and reach. The study was conducted by means of interviews and content analysis, using semiotics as a method. The result showed that despite each company understanding and using the term content marketing they d

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Sandberg, Emelie, and Anna Öhling. "Integration of Digital Communication in B2B Companies : A qualitative case study of Company X." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-68165.

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In communication and marketing there have been a shift from a transaction focus with emphasis on persuasion to a relationship focus referred to as a two-way communication with increased interactivity. Traditional companies are challenged to understand how their business can take advantage and adapt to the digital changes and opportunities when it comes to communication and building relationships and gain the ability to anticipate and deliver what customers expect them to. B2B companies have a slower adaption to digital media and digital changes compared to B2C companies and when it comes to di

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Vaculíková, Michaela. "Marketingová strategie společnosti SAP." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71886.

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The thesis deals with marketing strategy of SAP, important software company in B2B market. Goal of this thesis is to use theoretical knowledge to describe and analyse marketing strategy of SAP and at the same time to analyse efectivity of database marketing team. Database marketing team is one of the most important things that lead to successful marketing strategy and this thesis will propose possible solutions to discovered shortcomings of this team. The thesis contains not only theoretical information about international marketing strategy but it shows real marketing strategy of SAP and its

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Soudský, Tomáš. "Marketing logistického poskytovatele." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199742.

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The thesis focuses on implementation of logistics provider`s strategy. It is divided in two parts, the first one is considered as a theoretical basement, which is, used in the practical part. The used methods can be characterized as the top strategic tools, which are implemented in tactic and operative level. The thesis tries to find out, which is the right way to profile small logistics provider, to be competitive large enterprises. The product portfolio is analyzed in practical part. Analysis is a medium for setting the processes in the context of strategic objectives.

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Novotná, Barbora. "Image značky L´Oréal Professionnel v segmentu B2B." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-165937.

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I have focused on the problematic of L'Oréal Professionnel brand image, which is the brand of professional haircare cosmetics in B2B segment. B2B segment is the key source of income of this brand. In theoretical part I have explained terms like brand, brand image and brand identity, marketing mix, marketing strategy, consumer behaviour, brand knowledge etc. In practical part, I have focused on the development of L'Oréal Professionnel brand as well as the development of its marketing strategy and its present image. Moreover, I have researched what is the real L'Oréal Professionnel image like an

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El-Tahan, Samir, and Daniela Poblete. "Social media use in B2B context : A multi-case study on the use of social media by B2B companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65203.

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In the past decade, there has been a transformation in how businesses are done, many business chose to adopt digitization and others were forced to go with the flow. As a part of this digital revolution, social media has reserved a big share of this transformation in how companies do their marketing and communicate their product and brand image to their customers. Social media in a business to customer context has been very common since the birth of social media, companies had realized its benefit, and however, it is still in an early phase in a business to business context. Social media has b

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Jensen, Christian, and Andersson Rebecka. "How & Why Social Media is Used in B2B Marketing : A qualitative study seen from marketing managers’ perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65545.

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The digital landscape is rapidly changing and provides business-to-business companies with new digital tools and channels to conduct their marketing work e.g. social media networks. Business-to-consumer firms have been previously research in the topic of social media and digital marketing. However, there is a lack of research in the business-to-business area (Elsevier, 2016). This bachelor thesis aim to contribute to the field of marketing when it comes to social media and digital marketing activities in business-to-business companies. This through examine and describe how marketing practition

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Månsson, Ludwig, Sheriff Shahen, and Sepehr Gharanfoli. "The Utilization of Social Media Marketing in a B2B context- Marketing Decision-makers Point of View." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96890.

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To date, the rather new phenomena known as Social Media Marketing (SMM) has caught much attention from researchers and several studies have been conducted prior to resolving how this new phenomenon can be utilized by business-to-business (B2B) organizations. However, existing literature covering SMM has been mainly focused on the business-to-consumer (B2C) perspective, therefore, there is a lack of research in the utilization of SMM in a B2B context. Hence, this bachelor thesis aims to contribute to the theoretical and empirical findings of social media in a B2B context, by uncovering marketin

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Hampejsová, Julie. "Marketingová strategie vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-195449.

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This diploma thesis deals with the marketing strategy of a selected company. The selected company is Cloos Praha, spol. s r. o., which sells welding technology to industrial companies in the Czech republic and Slovakia -- so it concerns B2B segment. The theoretical part deals with the general solutions of creating the marketing strategy and marketing plan and then with the specifics of the B2B marketing. In the second part the daughter company Cloos Praha is introduced as well as the German mother company Carl Cloos Schweisstechnik GmbH an then it deals with the creation of the marketing strat

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Hallgren, Caroline, and Paula Mamusha. "How can B2B companies improve their customer experience- : By using sensory marketing in a digital context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105781.

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Sensory marketing is a broad concept that can be used as a marketing tool. The sensory marketing can be used in different ways and in different environments. The most common use for sensory marketing in a B2C environment where the customer can interact with their senses more.But how do B2B companies comprehend sensory marketing in a digital environment. The use of sensory marketing is a hard marketing tool to use when applying it to the digital environment. Therefore, the purpose of this thesis has been to examine how B2B companies can implicate sensory marketing in digital marketing and how i

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Pettersson, Amanda, and Josefin Andersson. "Analyzing the usage of digital marketing and relationship marketing within Swedish SME’sin the B2B sector : Examining what is most effective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76600.

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Many small/medium-sized businesses to business companies today struggle withdeciding what marketing strategy to adopt since they do not have the same resources aslarger companies have. Large businesses have certain inherent advantages over smallercompanies. They are usually more established on the market, they have moreestablished customers and they have greater amounts of funds and resources in terms offor example, personnel. Yet, SMEs play a crucial role in the European economy wherethey represent an overwhelming majority of 99.8% of enterprises active within EU ́snon-financial business econ

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Cen, Chen, and Ulf Johnsen. "In Search of an Efficient Marketing Strategy : for an Internet-based New Service in B2B Market." Thesis, University of Gävle, Department of Business and Economic Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-7294.

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<p>Aim: In accordance with a company‟s business model, explore and analyse alternative marketing strategies for the market introduction of an Internet-based New Service in the B2B market. This study is interesting as it explores theories within different fields of research (new services, online-services and B2B market) and analyses them together to provide alternative marketing strategies.</p><p>Method: A qualitative research approach was conducted. By deskwork, secondary data was collected and analyzed. Formal half-structured interviews were carried out with the company from which we had rece

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Bång, Andreas, and Joy Hell. "Digital Marketing Strategy : Social media and its contribution to competitiveness." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44984.

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Purpose The purpose of this study is to explore how the use of social media can contribute to a firm‟s competitive position and identify the key factors that lead to a successful use of social media. Research 1. How can social media within digital marketing strategy contribute to Swedish SME‟s ability to compete? 2. Which are the key factors for successful application of social media for Swedish B2B companies? Methodology The study has used a qualitative research with both semi structured interviews and email correspondence. Three Swedish SME‟s that operate within the manufacturing industry we

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Rajmicová, Iva. "Marketingová a komunikační strategie průmyslového podniku." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113194.

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The thesis deals with main issues of B2B marketing and marketing communications of a company providing services in the B2B market. The principles of B2B marketing are less known than those of B2C marketing, although most of the companies operate in the B2B market. The thesis is divided into four chapters. The first chapter concerns the basic conception of marketing and its form nowadays. The two following chapters deal with services marketing and B2B marketing. The last chapter represents an analysis of marketing and communications strategy of Advanced World Transport a.s., which belongs among

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Hult, Sofia, and Robin Johansson. "Digital effect : En kvalitativ rapport om e-CRMs påverkan på långvariga kundrelationer inom B2B." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45430.

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Frågeställning: Vilken påverkan har e-CRM, som ett stöd till relationsmarknadsföringen, på de långvariga kundrelationerna för SMF inom B2B i tjänstesektorn? Syfte: Syftet med rapporten är att beskriva och analysera vilken påverkan e-CRM har på långvariga kundrelationer. Rapporten kommer fokusera på små och medelstora företag (SMF) inom tjänstesektorn med B2B-relationer och genomförs som en fallstudie av Effect Reklambyrå AB. Företagets befintliga relationsmarknadsföring studeras tillsammans med e-CRM och långvariga kundrelationer för att se hur e-CRM påverkar dessa relationer. Rapporten syftar

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Price-Rhea, Kelly, and Julia Price. "Satisfaction and Dissatisfaction: Formulating Digital Marketing Strategy for Online Faith-Based Education." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/etsu-works/2757.

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When digitally marketing an online educational program, degree or course, an institution must realize the target market which it is trying to reach. However, the demographics of the online student is extremely diverse, making marketing efforts difficult. With such a demographically diverse online student population to attract, it is important to understand what attributes make current online students satisfied or dissatisfied with the online education experience. Once these attributes are understood, organizations can effectively formulate digital marketing strategy to attract future students.

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Silva, Ana Cristina Teixeira. "Desenvolvimento de uma estratégia de comunicação digital para a promoção da marca de uma empresa B2B." Master's thesis, Universidade de Aveiro, 2017. http://hdl.handle.net/10773/23374.

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Mestrado em Comunicação Multimédia<br>Vivemos num período de grandes e rápidas alterações sociais. O desenvolvimento das tecnologias da comunicação e informação resultou em grandes mudanças na sociedade, sendo a mais evidente o facto de o acesso à internet ser hoje uma regra e não uma exceção. Este facto faz com que as empresas alterem a forma como distribuem a sua mensagem adaptando-se assim a um mundo mais digital. Apesar de muitas empresas business-toconsumer (B2C) já adotarem estratégias de comunicação mais digitais na promoção da sua marca, o mesmo não se verifica nas empresas businessto-

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Sekeráková, Jana. "Marketingová stratégie vybranej spoločnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124831.

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The aim of this master thesis was to provide management of XERTEC and its marketing department for possible improvements of the current marketing strategy. Optimal propose ideas starts with a planning phase of the strategic marketing process that is focused on understanding the business and its environment. It has helped the processing of the situational analysis. Macro-analysis was conducted by using the PEST analysis, micro environment was assessed by using Porter five forces model and for the mapping of the internal situation was used the background of the VRIO analysis. The results of thes

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HULTÉN, MIKAEL. "Att lyckas med digitala säljstrategier inom svensk telekom." Thesis, KTH, Organisation och ledning, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-191288.

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I dagens värld där digital och teknisk utveckling rör sig snabbt tvingas företagen att skapa dynamiska affärsmodeller anpassande efter dynamiska marknadsförutsättningar. Kunderna blir allt mer digitala, förväntar sig realtidstjänster och är mindre öppna för komplikationer. Linjerna mellan olika marknader som IT och telekom blir all mer oklara utvecklingen av ICT och IOT kommer att förändra vardagen för både B2B och B2C kunder. Denna utveckling påverkar olika marknader på olika sätt och i olika takt. Telekombranschen står inför en global utveckling där konkurrerande företag definierar sig som d

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Högblad, Alexandra. "Järn- och stålindustrins marknadsföring på sociala medier : En kvalitativ studie om digital marknadsföring för B2B-företag inom järn- och stålindustrin." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-36415.

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Syfte: Studien syftar till att öka förståelsen för relevansen av digital marknadsföring på sociala medier för B2B-företag inom järn- och stålindustrin och öka kunskapen om betydelsen av hållbarhet i marknadsföringssyfte på sociala medier för dessa företag. Metod: Studien har utgått från en kvalitativ forskningsansats där empiriinsamlingen består av data insamlat från 11 semistrukturella intervjuer. En kvalitativ riktad innehållsanalys togs i anspråk för att vidareutveckla och bekräfta redan befintliga teorier funna inom den teoretiska referensramen. Medan en hermeneutisk ansats användes för at

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Janů, Šimon. "Marketingová strategie pro společnost HASOFT, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377570.

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The master's thesis is the suggestion of marketing strategy for HASOFT, s.r.o. company. Thesis is separated to three parts. Theoretical, analytic and third part contains some of my proposals and designs. First part is a detailed description of theoretical resources. The second part is focused on the complex analysis of the company and results of this research. On the basis of these facts I work out a marketing strategy which contains couple proposals and design for this company.

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Hellsten, Josefin, and Johan Näsström. "The need for speed : A study of how a new digital tool can affect B2B relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-162908.

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The technological development that we have seen in the last decades has resulted in a more digitized business environment and affected industries from an innovative and competitive perspective. The digital transition is an ongoing process and it creates opportunities and challenges for businesses globally. Digital transitions can have consequences for different aspects within a company, from the top management all the way to their customer relations. This study is concentrated on the latter, namely customer relations in a business-to-business context within the sportswear industry. The purpose

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Lindahl, Elin. "A qualitative examination of lead scoring in B2B marketing automation, with a recommendation for its practice." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-213432.

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Digital marketing has become an important part for companies in the process of attracting new customers. The digitalisation has led to substantial changes in the ways consumers and businesses search for information and do their research before making a purchase. A major shift has been observed regarding how digital communication influences the purchasing decision within the B2B sector. The purpose of this research project was to examine lead scoring in the perspective of B2B marketing automation, and to investigate how lead scoring can contribute to a more efficient and effective marketing pro

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Lázaro, Abarca Hugo Enrique. "Actividades de Inbound Marketing y valor de marca de cervezas tradicionales del segmento masculino del NSE C que residen en la zona 8 de Lima, año 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/627760.

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El mercado de bebidas alcohólicas en el Perú es peculiar debido a las preferencias de los consumidores, en este sentido la cerveza cobra gran protagonismo, debido a su arraigo con el consumidor peruano. Así mismo, las actividades de marketing digital se han incrementado exponencialmente en el rubro en mención, por lo que es determinante para la presente investigación analizar ambos factores de cara a la escena actual del mercado de cervecería tradicional y la digitalización de los consumidores. Por lo antes expuesto, el objetivo del presente estudio es investigar como las actividades de Inboun

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Žák, Ivan. "Návrh marketingové strategie společnosti LAUFEN CZ s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241656.

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The main aim of this master’s thesis is to propose marketing strategy for the company LAUFEN CZ s.r.o. The theoretical part contains main marketing terms, which will be used for an analysis of actual situation and for marketing strategy proposal that will lead to the fulfilment of the goals.

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Martins, Paulo Jorge Gomes de Sousa. "Plano de marketing digital ANFQ 2016." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10657.

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Mestrado em Marketing<br>As transformações sociais e tecnológicas dos últimos anos tornaram a adoção do online um fator crítico de sucesso para as organizações do terceiro sector envolverem a sociedade nas suas causas e, desta forma, conseguirem os recursos humanos e financeiros que necessitam para atingir os seus fins. O presente plano de marketing tem como objetivo aumentar a notoriedade da ANFQ e desenvolver uma estratégia de marketing digital integrada, orientada pelos valores da associação e alicerçada numa mensagem de marca consistente em todos os canais de comunicação. A ANFQ - Associ

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Jarhult, William, and Tobias Köhler. "Corporate strategy in digital- and social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20712.

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The purpose of this study was to investigate how companies have linked their corporatestrategy with their digital- and social media strategy. The authors believed that these strategieshad to be connected somehow and wanted to research it further.Qualitative research methodology was utilized in this study. The research data consisted oftwo semi-structured interviews with one employee at Hestra Gloves and one at Kronfönster.The interviews were made after the same protocol in form of questions and documentation.The result of the interviews revealed that both Hestra Gloves and Kronfönster had over

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Taawo, Samuel, and Oskar Myhr. "Digitalization of the sales process : Leveraging digital sales and marketing tools to increase time effectiveness of multinational SMEs." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105438.

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Internationalizing small and medium sized enterprises are limited in resources in comparison to larger enterprises. Through digitalization, smaller sales organizations have been presented with tools to enable the sales representatives to use time more effectively and focus on reaching organizational goals. This study aims to determine how digital sales and marketing tools should be implemented into the traditional sales process to increase time effectivity of sales representatives. Based on previous literature on related topics, sales representatives of Scanmast were interviewed and insights s

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Kolářová, Eliška. "Marketingová strategie strategické podnikatelské jednotky společnosti ABC, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-136247.

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Diploma thesis process a marketing strategy proposal of newly created company namely its strategic business units - selling beauty and medical devices for esthetic centres, salons, wellness, fitness, etc. This work focuses mainly on detailed elaboration of situational analysis.

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Cecílio, Liliana Raquel Pinheiro. "Fernetinho : desenvolvimento de um eBook infantil como ferramenta de comunicação de marketing em contexto B2B." Master's thesis, Universidade de Aveiro, 2017. http://hdl.handle.net/10773/23259.

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Mestrado em Comunicação Multimédia<br>A presente dissertação é realizada em contexto empresarial, na multinacional portuguesa Ferneto, Máquinas e Artigos para a Indústria Alimentar S.A., sediada em Vagos, Aveiro e propõe o desenho, desenvolvimento e validação de um ebook como ferramenta de comunicação empresarial, para promover o consumo de pão junto do público infantil. O presente trabalho justifica a necessidade de enquadrar, com base na revisão de literatura sobre ferramentas de comunicação dedicadas ao público infantil, o ebook como uma ferramenta emergente de promoção de um produto. Na r

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Chiu, Po-Chun, and 邱博群. "Digital Marketing Strategy: a comparison between B2B and B2C." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/32j2rn.

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碩士<br>國立臺灣師範大學<br>高階經理人企業管理碩士在職專班(EMBA)<br>105<br>In the era of explosion in digital marketing, it is critical for a firm to utilize the limited budget efficiently and effectively for the pursuit the marketing goal. It is particularly important for small and medium enterprises given their insufficient resources. For those small and medium enterprises, in addition to engaging in social media platform, keyword marketing is prevalent way of digital marketing due to its fast exposure, high coverage and flexible budget. Despite the predominance of B2C business in digital marketing, B2B players in

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Majdouba, Islem Ben. "Designing a B2B digital communication marketing strategy in a consultancy context." Master's thesis, 2016. https://repositorio-aberto.up.pt/handle/10216/112305.

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Majdouba, Islem Ben. "Designing a B2B digital communication marketing strategy in a consultancy context." Dissertação, 2016. https://repositorio-aberto.up.pt/handle/10216/112305.

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Blois, Luciana de Souza Campos. "Estratégia de marketing de conteúdo digital B2B aplicada numa PME portuguesa." Master's thesis, 2018. http://hdl.handle.net/10362/40750.

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Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence<br>O tecido empresarial Português é composto, maioritariamente, por Micro, Pequenas e Médias Empresas (PME) sendo o seu contributo de extrema relevância para o desenvolvimento da economia nacional. Porém, as PME possuem características muito específicas, são compostas por estruturas muito simples e com uma gestão centralizada (BRAMÃO, 2017). Nestas empresas há, por norma, uma fraca e limitada capacidade no que diz respeito aos recursos que dispõe

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Burgmayr, Alexander. "From business plan to value creation : a strategic B2B marketing plan for a start-up in the digital health care market." Master's thesis, 2021. http://hdl.handle.net/10400.14/35351.

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The digital health market is becoming increasingly important and is driven by the current COVID-19 pandemic. Despite the increasing importance of the market, the existing literature does not sufficiently cover direct marketing applications. The dissertation therefore directly addresses this research gap and is intended to demonstrate how concrete B2B marketing strategies can be designed for the digital health market. To illustrate this kind of marketing plan, the Portuguese start-up Mentora Health served as an example. Based on a comprehensive situation analysis, a positioning strategy w

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