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Dissertations / Theses on the topic 'B2B Marketing Strategy'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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Pokorná, Adriana. "Analýza a návrh změn marketingové strategie vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-77405.

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The main aim of this graduation thesis is a proposal of changes in a marketing strategy in the area of the B2B service marketing, to be specific in the area of special trainings. The theoretical part consists of two chapters. The topic of the first chapter is a process of the strategic marketing. The second chapter describes specifics of the B2B marketing, specifics of the service marketing and theoretical backgrounds of the employee education. The methodical part consists of remaining two chapters. The third chapter focuses on the situational analysis. It consists of an analysis of the extern

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Rudberg, Zacharias, and Oscar Sandelin. "The Challenges of a B2B Market Entry within the Automotive Industry." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-264118.

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This thesis investigates the factors to consider when implementing a business to business market entry strategy within the automotive industry. The aforementioned is conducted through an exploratory case study at a global industrial firm providing a comprehensive range of products and services within the motor vehicle industry. The case study is made on the foundation of existing theory, previous empirical research and interviews with relevant companies within the industry. The thesis provides an overview of the factors to be considered when executing a business to business market entry strate

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Němcová, Kristýna. "Návrh marketingové strategie společnosti SIDAT,spol. s r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72176.

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SIDAT spol. s r.o. is a very prosperous company in the field of automation and industrial informatics. Like any business, even SIDAT needs to use for its further growth communication tools that would help to extend company activities and become a leader in its field. My diploma thesis objectives were to propose such a strategy based on the analysis that would help the company to get into greater awareness, to ensure company success in the field of automation and industrial informatics and become a leader not only in Czech, but also on the European market. To achieve the objectives I have made

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Šesták, Zbyněk. "Marketingová strategie vyvíjeného přípravku na detekci polutantů." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-191559.

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The main objective of this thesis is to develop marketing strategy for pollutant detector in the development. The first part of the thesis focuses on the environmental issues, pollutant measuring technologies and on bioluminescence bacteria which are used in the detector. The detector is designed for companies which get in touch with selected dangerous elements (mercury, cadmium, lead, BTEX and PCBs) within their business activities. That is why the next part is about B2B specifics as companies are targeted customers. Various marketing theories are applied to set marketing strategy. It starts

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Lomas, Lorraine Marzilli. "Business-to-Business Marketing Perceptions| Customer Knowledge Management and Customer Engagement." Thesis, Walden University, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10128788.

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<p> Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theori

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Ribeiro, Ricardo Veloso. "Estratégias de marketing de serviços B2B: estudo multicaso em empresas fabricantes de máquinas e equipamentos." Universidade Federal de São Carlos, 2017. https://repositorio.ufscar.br/handle/ufscar/9135.

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Submitted by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:26Z No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5)<br>Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:37Z (GMT) No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5)<br>Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:45Z (GMT) No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03

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Moštěk, Stanislav. "Marketingová strategie společnosti IMOPRA s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16452.

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The thesis analyses the marketing strategy of IMOPRA s.r.o. company which operates in the sphere of automotive industry. The theoretical part is formed by the first free chapters and is elaborated from the standpoint of strategic marketing and strategic management. The other chapters form the analytical part which contains general characteristics of IMOPRA s.r.o. company and it analyses its existing marketing strategy from the standpoint of its specific position on B2B market as a certificated manufacturer of air conditioning parts. The conclusion contains the evaluation of company existing ma

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Topičová, Markéta. "Využití event marketingu jako součásti marketingové komunikace společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-112668.

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The diploma thesis deals with the use of event marketing in the communications strategy of OBO Bettermann Praha which operates in business-to-business market in electrical engineering. The first part looks into event marketing from a theoretical point of view. The second part firstly introduces the company OBO Bettermann Praha and its marketing communications. Subsequently is the influence of event marketing on the company's business relations with its customers and business partners explored (currently the main pillar are theater evenings). The survey is conducted by online quantitative quest

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Polický, Martin. "Návrh marketingové strategie pro firmu na zahraničních trzích." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224918.

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The diploma thesis deals with the proposal of marketing strategy for foreign markets. As a particular company the author have chosen company Hakr Trade, Ltd., which was renamed to KRETZ, Ltd. on the beginning of 2014. The thesis analyses problems of marketing and marketing planning. The goal is, besides processing literature review on the issue, apply theoretical knowledge in the field of marketing on marketing processes in the foreign trade at company KRETZ, evaluate the current state of marketing activities with regard to the principles of B2B and propose relevant recommendations to communic

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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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Strömberg, Peter, and Sandeep Jain. "Industrial Marketing in a Network Perspective : A Qualitative study of ABB Crane Systems and its Sales Network." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12779.

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Research question: How is the sales network of ABB Crane system related to industrial marketing in anetwork perspective? Purpose of the research:The main task is to investigate if the sales network of ABB Crane Systems is related toestablished theory of industrial marketing in a network perspective. Method: The research strategy has been formed from a deductive approach and the empiricaldata has been gathered with a qualitative approach. Both primary and secondary data hasbeen used in order to fulfill the purpose of our paper. The empirical findings representthe primary data which was gathered

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Håkanson, Josefin. "User Experience Design as a Building Block in a B2B Company’s Market Strategy : An empirical study of how the user experience of a software service can be used to create increased customer value." Thesis, Linköpings universitet, Industriell ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-172288.

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The after-sales pricing industry has, as many other industries, transformed with the digital era which have enabled automatization and scalable solutions. For companies pricing over 35 000 after sales items, scalable, digital solutions is needed. “The Company” International AB offers their SaaS solution Price, which integrates with the company’s ERP system and helps gain as much profits as possible by assisting with value-based pricing. But lately, “The Company” has realized to be able to be market leading they need to ensure a better user experience (UX). This research’s aim was to understan

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Morcinek, Petr. "Elektronický obchod." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222002.

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This paper focuses on the electronic trade in the Czech Republic and on its current state. Goal of the thesis is to formulate the strategy for employing and operation of the electronic shop which would be understandable for the wide public and create a concrete proposal of the electronic shop including the strategy for the submitter. Theoretical part of the thesis focuses on defining the electronic shop as a concept. There is also an analysis of the current state in the Czech Republic there. Empirical part then formulates the strategy for implementation and operation of the electronic shop and

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Svobodová, Hana. "Analýza a návrh marketingové strategie společnosti Cegelec." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-112706.

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This master's thesis focuses on analysis and design of the marketing strategy for the company Cegelec a.s., which is a manufacturer of equipment for urban transport vehicles. First part outlines the fundamental principles of the Business-to-Business market and examines the distinguishing characteristics of marketing strategy for this market. Second parts introduces the company Cegelec a.s., provides detailed description of the urban transport vehicles manufacturing market and analyzes the strategy of the company from the marketing point of view. In addition, the thesis incorporates proposal of

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Škorpilová, Pavla. "Návrh marketingové komunikační strategie a návazných aktivit produktové řady BTP-06 společnosti JABLOCOM s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-113820.

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The goal of this study is to outline a marketing communication strategy and following activities for the BTP-06 product line of company JABLOCOM s.r.o. As a theoretical background marketing communication and it's methods and tools used on B2B markets will be mentioned. Relating to marketing communication activities which were conducted in the company in the last years and taking into account the outlined activities, the hypothesis will be verified at the end in order to find out whether the change in the marketing communication strategy helped the company to increase the sales of the particula

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Amicci, Fabio Luiz. "Software sob Encomenda - Um Estudo Exploratório de Segmentação e Posicionamento no Mercado Empresarial." Universidade de São Paulo, 2004. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-26012005-165749/.

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Poucas indústrias têm crescido tanto e tão rápido quanto a Indústria de Tecnologia da Informação e Comunicações (ICT), particularmente o segmento de software, que foi definido pelo governo federal como uma das áreas prioritárias de sua política industrial. O Brasil, que detém a maior indústria da Informática e Telecomunicações da América Latina, tem direcionado recursos para formação de profissionais nos níveis de graduação e pós-graduação e incentivado empresas do setor. Neste cenário, é importante que se desenvolvam estudos não só no campo técnico, mas também no campo da administração com

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Baldassarini, Silvia <1993&gt. "Il marketing B2B e le strategie omnichannel applicate al settore calzaturiero: il caso Louvre Fashion Showroom." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13337.

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Il presente lavoro si propone di analizzare e descrivere le attività offline e di web marketing, comunicazione e strategie omnichannel utilizzate nel settore business-to-business, con una prima analisi del settore calzaturiero. Si parte, infatti, dalla presentazione generale del mercato di riferimento della calzatura in Italia e nel mondo, per poi andare nello specifico a studiare il marketing b2b e le sue applicazioni nel web. Infine, l’elaborato si chiude con lo studio di un caso aziendale, rappresentato da un’ageniza di intermediazione commerciale italiana che opera proprio nel settore calz

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Doležalová, Michaela. "Mezinárodní marketingová strategie společnosti S&T AG." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-14321.

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Teoretická část diplomové práce zahrnuje charakteristiku mezinárodního marketingu a vybraných strategických přístupů k mezinárodnímu podnikání, identifikaci specifických vlastností trhu průmyslových výrobků a jejich aplikaci při segmentaci tohoto trhu a užití marketingových nástrojů. Obsahem praktické části diplomové práce je analýza mezinárodní marketingové strategie společnosti S&T AG, která je předním dodavatelem IT řešení a služeb ve střední a východní Evropě. Praktická část zahrnuje také podrobný popis procesu vlastního marketingového výzkumu, který se týkal kompetenčních center S&T, a do

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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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Pechová, Erika. "Návrh strategie elektronického obchodu firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223199.

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This thesis deals with the creation of e-commerce companies annd prooposing solution to implement e-commrce. The theoretical part specifies the characteristics of electronic commerce, conditions and legal aspects of trading on the Internet. The practical part includes draft versions of e-commerce and its economic evaluation.

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Da, Silva Talita. "From Attract to Delight: A Qualitative Study Investigating the Relationship Between Inbound Strategies and Business Growth : A B2B Centric Approach." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-38522.

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This thesis was written as part of a Master of Science Degree in Strategic Entrepreneurship for International Growth and International Marketing. Aligned with the nature of the degree, this study aims to share useful insights to managers and marketers whom are looking into innovating their business by adopting an inbound strategy. This thesis researches a modern topic within business: inbound marketing. It aims to comprehend how the implementation of an effective inbound strategy drives sales growth, by understanding the effects that inbound has over the B2B buying and selling process. The stu

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Kosour, Vojtěch. "Návrh marketingové strategie pro podporu získání nových zákazníků ve slévárenství." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222457.

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The diploma thesis focuses on the issue of an introduction of a concrete company on the new market in the field of industrial markets (B2B). The theoretical part of the thesis analyses the issue of marketing plan creation and defines the relations, the process of creation and applicable methods. In the analytical part of the thesis the theoretical results are applied on the company MCAE Systems Ltd, which wants to offer their product on the casting market. The proposal part of the thesis proposes a possible process of penetration to the casting market.

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Jirků, Jiřina. "Marketingová strategie pro společnost PRAKAB PRAŽSKÁ KABELOVNA, s.r.o. při uvedení nových výrobků na trh." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162639.

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This diploma thesis deals with a marketing strategy for the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. and new products -- cables PRAFlaGuard SPF -- pair, PRAFlaGuard SPF -- XN and PRAFlaDur SP. The thesis is divided into three main chapters. The first chapter describes the theory of B2B marketing and shows main differences between B2B and B2C market. The second chapter presents the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. -- history, structure, product portfolio and new cables. The third chapter deals with a marketing strategy and is divided into two subchapters -- Situation analysis and Marketing mi

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Liu, Da. "Analyzing and comparing strategies of Gallo and Delta : between offline and online B2C entry and marketing in China." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/19864.

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Mestrado em Gestão/MBA<br>Empresas e marcas portuguesas como o Gallo e o Delta entram nos mercados chineses há cerca de uma década. Este estudo analisa historicamente as estratégias de entrada e marketing dessas duas marcas na China, já que Gallo e Delta enfrentaram desafios tanto como marcas estrangeiras quanto como uma dieta culturalmente diferente na China. A tese adotou estruturas analíticas para discutir as operações das duas empresas na China como marcas estrangeiras. Como conclusão e análise mais aprofundada, este estudo compara as estratégias offline e online (principalmente Taobao do

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Wang, Yun. "The factors of consumer behavior and the sharing economy : A quantitative study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-77239.

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Purpose: The purpose of this study is to investigate the relationship between consumer behavior and the business (B2C and C2C) in the sharing economy. Research questions: What factors of Consumer behaviour effect C2C business in sharing economy? What factors of Consumer behaviour effect B2C business in sharing economy? Methodology: A descriptive research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 120 respondents in China. Conclusion: the finding from the study demonstrates that all of the adopted variables (psychological, personal, soc

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Kilinger, Jan. "Analýza prodejních kanálů a návrh na jejich rozvoj ve společnosti ABB s. r. o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-225281.

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The diploma thesis is focused on analysis of sales channels in the ABB company with is focused on high voltage division, which is situated in Brno in the street Videňská. In the first part of this thesis are set major and minor targets with theoretic methods to achieve them. Second part is practis and there are processed theoretic knowledges which are needed to understand issues and set own improvement. In the end there are reviewed outputs and shown proposals for development sales chanels and better customer communication.

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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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Cater, William Harry. "Branding processes and brand / marketing strategy alignment - the case of two B2B industries in Australia." Thesis, 2014. http://hdl.handle.net/1959.13/1041553.

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Research Doctorate - Doctor of Philosophy (PhD)<br>Branding is an issue for many businesses and as such has been the focus of academic research for over 30 years. The focus of this thesis is an area of branding known as Business-to-Business (B2B) branding. While it has not received the attention of Business-to-Consumer (B2C) branding it is still considered of relevance and importance to companies operating in B2B markets. B2B branding is recognised as an important contributor to competitive advantage for businesses engaged in B2B marketing. An extensive literature review indicates a scarcity o

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Lin, Chun-Hao, and 林浚豪. "New product development model of mobile privacy protection and B2B marketing strategy." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/862cee.

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碩士<br>國立交通大學<br>管理學院高階主管管理碩士學程<br>107<br>The market share of mobile phones has become saturated, and the inclusion of the Apple Iphone has not been spared from the adjustment of mobile phone shipments. All mobile phone manufacturers around the world do not want to find new killer applications on their mobile phones, or add another set of hardware to the mobile phone application to increase the breadth of applications to capture market share. But the degree of saturation, and these so-called applications, were not as high as the inconvenience of the mobile phone when it was first introduced. Th

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Тхір, Є. О. "Маркетингова діяльність на ринку b2b". Thesis, 2018. http://dspace.oneu.edu.ua/jspui/handle/123456789/9808.

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роботі розглядаються теоретичні аспекти маркетингової діяльності на ринку b2b. Проаналізовано конкурентоспроможність на ринку b2b. Запропоновано заходи щодо вдосконалення маркетингової діяльності на підприємстві ТОВ «Цемент» на ринку b2b.<br>The work deals with the theoretical aspects of essense the market b2b, the difference between industrial and consumer marketing, the influence of competition on the activity of enterprise. The strategy of marketing development of the enterprise for increase of competitiveness in the market is offered.

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