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Hloušková, Jana. "B2B marketing v telekomunikacích." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1532.
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Elizabeth, Nuñez Arana Claudia. "Marketing B2b-CM37-201602." Universidad Peruana de Ciencias Aplicadas (UPC), 2016. http://hdl.handle.net/10757/633607.
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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del noveno ciclo que busca desarrollar la competencia general de pensamiento crítico y la competencia específica de gestión comercial y de marketing.En este curso los estudiantes desarrollarán estrategias puntuales y diferenciadas de marketing para comercializar productos industriales que representan muchas veces un reto en la organización pues se trata de un sector sumamente complejo muy segmentado y especializado y con características distintivas.
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Antonio, Vizcarra Bermudez Jose, and Bendezu Valdivia Christian Leonardo. "Marketing B2b-CM37-201701." Universidad Peruana de Ciencias Aplicadas (UPC), 2017. http://hdl.handle.net/10757/633608.
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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del noveno ciclo que busca desarrollar la competencia general de pensamiento crítico y la competencia específica de gestión comercial y de marketing.En este curso los estudiantes desarrollarán estrategias puntuales y diferenciadas de marketing para comercializar productos industriales que representan muchas veces un reto en la organización pues se trata de un sector sumamente complejo muy segmentado y especializado y con características distintivas.
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Antonio, Vizcarra Bermudez Jose, and Bendezu Valdivia Christian Leonardo. "Marketing B2b-CM37-201702." Universidad Peruana de Ciencias Aplicadas (UPC), 2017. http://hdl.handle.net/10757/633609.
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Curso de especialidad en la carrera de Comunicación y Marketing de carácter teórico dirigido a los estudiantes del noveno ciclo que busca desarrollar la competencia general de pensamiento crítico y la competencia específica de gestión comercial y de marketing.En este curso los estudiantes desarrollarán estrategias puntuales y diferenciadas de marketing para comercializar productos industriales que representan muchas veces un reto en la organización pues se trata de un sector sumamente complejo muy segmentado y especializado y con características distintivas.
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Leonardo, Bendezu Valdivia Christian. "Marketing B2b-CM37-201802." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/633611.
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Descripción: Curso de Marketing B2B que desarrolla el pensamiento crítico de las distintas estrategias usadas en el proceso de planeamiento estratégico para mejorar los indicadores de la gestión comercial y de marketing.Propósito: Este curso ha sido diseñado para desarrollar en el futuro profesional un profundo análisis diagnóstico y desarrollo de estrategias en un proceso de planeamiento de marketing de un modelo B2B. El curso contribuye directamente al desarrollo de la competencia general de Pensamiento Crítico a un nivel avanzado (nivel 3) y la competencia específica de Gestión Comercial y de Marketing a un nivel avanzado (nivel 3).
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Leonardo, Bendezu Valdivia Christian, Escala Pasco Enzo, and Ulloa Cadenas Jose Francisco. "Marketing B2b-CM37-201901." Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/633612.
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Descripción: Curso de Marketing B2B que desarrolla el pensamiento crítico de las distintas estrategias usadas en el proceso de planeamiento estratégico para mejorar los indicadores de la gestión comercial y de marketing.Propósito: Este curso ha sido diseñado para desarrollar en el futuro profesional un profundo análisis diagnóstico y desarrollo de estrategias en un proceso de planeamiento de marketing de un modelo B2B. El curso contribuye directamente al desarrollo de la competencia general de Pensamiento Crítico y la competencia específica de Gestión Comercial y de Marketing ambas a un nivel avanzado (nivel 3).
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Pereira, Joana Rita Martins. "Inbound marketing no segmento B2B." Master's thesis, FEUC, 2013. http://hdl.handle.net/10316/24793.
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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Marcelo Amado Garcia da Rocha Torres e Pedro Mendes.Este relatório tem como objetivo a descrição das atividades desenvolvidas durante o estágio realizado em Marketing & Business Development na Unidade de Negócios Oil & Gas da empresa ISA – Intelligent Sensing Anywhere, SA, em Coimbra, com início no dia 21 de fevereiro de 2013 e término a 2 de julho de 2013, sendo parte integrante do Mestrado em Gestão da Faculdade de Economia da Universidade de Coimbra. Com o objetivo de abordar as novas oportunidades que o marketing enfrenta, é feita uma caracterização do Inbound Marketing que se apresenta como uma tendência com potencial no segmento B2B, potenciando o relacionamento com o público-alvo e verificando-se como técnica efetiva na criação de leads a menor custo para a empresa. O presente relatório encontra-se dividido em três capítulos: no primeiro é feita uma revisão da literatura, caracterizando o Inbound Marketing e o Mercado de Gás de Petróleo Liquefeito; no segundo capítulo são apresentadas a empresa, as oportunidades identificadas para esta, bem como as tarefas realizadas durante o período de estágio; no terceiro e último capítulo é feita uma análise crítica, tecendo as devidas conclusões em torno do trabalho realizado na qualidade de colaboradora do departamento de marketing.
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Madosh, Farzana, and Betty Ålander. "An Evaluation of the Marketing Process in B2B and B2C Startups." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-261656.
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Marketing is a key function for all organizations and is seen as essential in order to achieve success when launching a new business. Following from the overwhelming amount of accessible data for companies, there exist an urge to understand what activities to include in the marketing process and how to manage them. Despite the vital role and the urge to further understand marketing, there is a lack of research about marketing in the small entrepreneurial business context that is encountered in startups. In addition, a call for further development of empirical research is identified in the business to business (B2B) and business to consumer (B2C) dichotomy. Therefore, the purpose of this study was to evaluate the marketing process used by B2B and B2C Software as a Service (SaaS) startups. This in order to contribute with understanding of the marketing process in the startup context and contribute with development of the research within the B2B and B2C dichotomy. This was done by conducting a multiple case study where the empire was collected from four SaaS startups either selling to consumers or businesses. The empirical findings of the study show that the customer type, being a consumer or a business, affects the marketing process. Both differences and similarities were identified between the marketing process applied in the B2B and the B2C startups. Due to different levels of knowledge within the companies and different complexity levels in the buying process differences were found in the evaluation, segmentation, targeting and positioning done by the B2B and the B2C startups. It was found that the B2B companies put in less effort into the market analysis and segmentation compared to the B2C companies. Historically the channels utilized were identified to be different between the segments. However, a trend towards similar targeting channels was identified since the B2B segment is moving towards using more inbound marketing, which already is the main approach applied by the B2C segment. The B2B segment was, compared with the B2C segment, also identified to put more emphasize on achieving a position within the market that radiates credibility. Furthermore, the marketing process was found to be approached differently in startups than what was suggested in literature due to the lacking attention given to the scare resources and the innovative environment of a startup. A suggestion was therefore provided of how the marketing process better could be adapted to the startup context by including a feedback loop, making the marketing process more iterative.Marknadsföring är en nyckelfunktion för alla organisationer och ses som en avgörande framgångsfaktor vid uppstarten av ett nytt företag. Till följd av den överväldigande mängden data som många företag besitter finns det ett behov av att förstå vilka aktiviteter som ska ingå i marknadsföringsprocessen samt hur man på bästa sätt hanterar dessa aktiviteter. Trots marknadsföringens vitala roll och det identifierade behovet av ytterligare förståelse är det brist på forskning om marknadsföring inom det entreprenöriella småföretagskontext som påträffas i startups. Vidare identifierades ett behov för vidareutveckling av den empiriska forskningen inom business to business (B2B) och business to consumer (B2C) dikotomin. Syftet med denna studie var därför att utvärdera marknadsföringsprocessen som används av B2B och B2C startups som tillhandahåller mjukvara som en tjänst. Detta för att skapa ökad förståelse av marknadsföringsprocessen i startupkontexten, men även för att bidra i utvecklingen av forskningen inom B2B och B2C dikotomin. Detta gjordes genom en fallstudie där empirisk data samlades in från fyra startups som tillhandahåller en mjukvara som en tjänst och som antingen säljer till konsumenter eller till företag. De empiriska resultaten av studien påvisar att kundtypen, konsument eller företag, påverkar marknadsföringsprocessen. Både skillnader och likheter identifierades mellan marknadsförings-processen som används av startups som säljer till antingen konsumenter eller företag. På grund av olika kunskapsnivåer inom företagen och olika komplexitetsnivåer i inköpsprocessen identifierades skillnader i utvärderingen, segmenteringen, inriktningen och positioneringen som gjordes av B2B och B2C startups. Det påvisades att företagen som säljer till andra företag satsar mindre på marknadsanalys och segmentering jämfört med de företagen som säljer till konsumenter. Historiskt sett har olika marknadsföringskanaler använts av de två segmenten. En trend har emellertid identifierats mot användning av liknande kanaler, eftersom B2B segmentet rör sig mot att tillämpa inkommande marknadsföring, vilket redan är det huvudsakliga tillvägagångssättet som tillämpas inom B2C segmentet. B2B segmentet identifierades även, jämfört med B2C segmentet, lägga vikt vid att uppnå en position inom marknaden som utstrålar trovärdighet. Vidare visade sig marknadsföringsprocessen i startups skilja sig från vad som föreslogs i litteraturen, detta till följd av att litteraturen inte tar hänsyn till de bristande resurserna och den innovativa miljön som präglar en startup. Därför tillhandahålls ett förslag på hur marknadsföringsprocessen bättre kan anpassas till startupkontexten, detta genom att inkludera en återkopplingsslinga vilket resulterar i en mer iterativ marknadsföringsprocess.
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Filip, Andreea Daniela <1993>. "La digitalizzazione del marketing B2B: Inbound e Marketing Automation." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/15657.
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Internet e le tecnologie digitali hanno cambiato drasticamente il modo di comunicare tra le persone e di questi cambiamenti ne hanno risentito anche le aziende: in questo scenario è nata la disciplina dell’Inbound Marketing che grazie ad un approccio di tipo customer centric ha come obiettivo quello di attirare i consumatori verso l’azienda, abbandonando completamente l’approccio di marketing tradizionale di tipo outbound. L’obiettivo di questo elaborato è quello analizzare questi cambiamenti dal punto di vista del settore B2B e di illustrare le fasi che compongono la creazione di una strategia di Inbound Marketing nel settore industriale.
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Calafiore, Monica. "Il marketing assicurativo nei mercati B2B." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2017.
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Il seguente elaborato di tesi si pone come obiettivo l’analisi del marketing assicurativo con particolare focus al mercato B2B (Business to Business). Per fare ciò si è partiti da un’analisi generale del mondo assicurativo fino ad arrivare all’analisi di tre casi di studio, relativi alle compagnie Allianz, Generali e Unipol. Per completare il quadro di riferimento è stato analizzato il canale distributivo delle compagnie, rappresentato da agenti e broker.
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Santos, Ana Marta Soares da Costa. "Plano de marketing B2B - Papelaria Alto." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11210.
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Mestrado em MarketingPerante o contexto de crise económica, ao mesmo tempo que as tecnologias de informação evoluem a um ritmo crescente e ganham terreno à imprensa em papel, como pode uma papelaria sobreviver nos próximos dez anos? Localizada no Estoril desde meados de 1970, a Papelaria Alto quer, em 2014, explorar novos segmentos de mercado, através da disponibilização de um serviço de entregas a empresas. Este projecto consiste assim na elaboração de um Plano de Marketing para a Papelaria Alto, tendo em conta as especificidades do contexto de marketing business-to-business (B2B). Recorrendo à metodologia action research, que pressupõe o envolvimento do investigador com a empresa alvo de estudo, a recolha de dados primários foi feita através de entrevistas semi-estruturadas e da aplicação de um questionário. O plano foi desenvolvido tendo em conta as características que diferenciam o mercado empresarial do mercado de consumo, que se verificam sobretudo ao nível da estrutura do mercado, características da procura, comportamento de compra, segmentação e marketing mix. O desenvolvimento de uma submarca para o segmento empresarial e uma estratégia de comunicação e distribuição baseada na criação de uma plataforma online são factores-chave para o sucesso da nova estratégia empresarial da Papelaria Alto.
In a time where information technologies evolve in an expanding rhythm - threatening the written press - and given the current context of economical crisis, how can a stationary survive in the next ten years? Located in Estoril since the mid-seventies, Papelaria Alto's planning for 2014 aims to explore new market segments through the provision of a business-oriented delivery service. This project consists in the elaboration of a Marketing Plan for Papelaria Alto customized for business-to-business (B2B) marketing. Making use of action research methodology which assumes the researcher's involvement with the company they are studying primary data collection was achieved through non-structured interviews and survey application. The plan was developed taking into account the characteristics that differentiate industrial market from consumer market mainly related to market structure, demand characteristics, purchase behaviour, segmentation, and marketing mix. The development of a business-targeted sub-brand and a communication and distribution strategy based on the creation of a online platform are key factors for the success of Papelaria Alto’s new business strategy.
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Kovalenko, Y. "Peculiarities of internet-marketing for B2B." Thesis, Сумський державний університет, 2014. http://essuir.sumdu.edu.ua/handle/123456789/34895.
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Nowadays many companies use different tools to attract customers such as press (newspapers, magazines), audio-visual aids (TV, radio), indoor and outdoor advertisements, event-marketing, PR etc. Internet is a tool that emerged with the development of scientific and technical progress and replaced the traditional marketing tools
When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/34895
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Lindblom, Matilda, and Amelia Andréasson. "Inbound marketing from a B2B-perspective." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39967.
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There has been a lot of research and studies done about the positive effects of inbound marketing and previous research clearly states that engaging customers is crucial when developing a successful inbound marketing strategy. However, a gap in connecting inbound marketing to a B2B-perspective is evident. Little information can be found about this specific field of practice when using inbound marketing strategy. Therefore, the aim of this study is to increase the understanding of in what way business to business companies use inbound marketing and the reasons they have for applying this strategy. This study was constructed by a qualitative method with an abductive approach where six companies were interviewed. The interviews were then compared with each other and the collected data from the Frame of Reference in order to gain a deeper understanding of the companies work with inbound marketing. The result of the study gives an insight into how companies can implement inbound marketing in their marketing strategy and the benefits it will lead to if executed correctly. Furthermore, a model has been created to help companies implement inbound marketing and shows which inbound marketing tools that can be used in the different stages of the sales and marketing process.
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Alaverdyan, Zarzand. "Emotional aspect of branding in b2b marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76137.
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In today's world where it is becoming ever trickier to differentiate one product from another, it is even more significant to have the support of an influential brand. Obvious definitions of brand strategy are a foundation for successful management. Keeping in mind that the most ignored marketing opportunity in the Business to Business arena is the formation of a strong brand show the way to the requirement to have a clear basis for distinction. The significance of a categorization outside the B2B and B2C dichotomy is that it better explains the difficulty in the world of brands, as well as that it aids in perceiving the mutual dependence of different types of brands. It proves the extent at which brands in the shape of ingredient brands, corporate brands or mixed up B2C and B2B brand affecting the final end user and how that in its turn can have an influence on the starting point of the chain. While professionals are taught to make their managerial decisions based on a rational basis, professionals are human too and humans don't have the habit leave their emotions at elsewhere when they go to work.
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Koivisto, M. (Mikko). "B2B-asiantuntijapalveluiden myynnin muutos digitalisaation myötä." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201805091646.
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Tämän tutkimuksen tarkoituksena on lisätä ymmärrystä digitaalisten sovellusten käyttämisestä ja niiden aiheuttamista muutoksista yrityksen myyntiprosessiin, asiakkaiden hankintaan, lisämyyntiin sekä organisaatioon. Tavoitteena tutkimuksessa on selvittää, mitä ja kuinka voimakkaita nämä vaikutukset ovat olleet sekä miten aikaisempi tutkimus on kartoittanut digitaalisten sovellusten käytöstä johtuvaa muutosta. Tutkimuksen kohteena ovat B2B-asiantuntijapalveluita tarjoavat yritykset, jotka ovat toiminnassaan hyödyntäneet digitaalisia sovelluksia, kuten esimerkiksi CRM-järjestelmiä ja hakukonemarkkinointia.
Tutkittavaa aihetta lähestytään myyvänä osapuolena olevan yrityksen näkökulmasta. Tutkimuksen ensimmäisessä osassa tarkastellaan yleistä myynnin muutosta digitalisaation myötä, käytettyjen digitaalisten sovellusten lisääntymistä ja niiden luomia mahdollisuuksia, sekä B2B-asiantuntijapalveluiden luonnetta ja erityispiirteitä. Lisäksi teoriaosuudessa tarkastellaan, mitä ongelmia ja mahdollisuuksia digitaalisiin sovelluksiin sekä niiden käytöstä aiheutuviin muutoksiin mahdollisesti liittyy. Aikaisemman tutkimuksen tarkastelussa on pyritty saavuttamaan mahdollisimman laaja-alainen näkemys tutkittavaan aiheeseen käyttämällä lähteinä viimeisimpiä tieteellisiä julkaisuja.
Tämä tutkimus toteutettiin käyttämällä kvalitatiivista menetelmää. Tutkimusmateriaali kerättiin haastattelemalla useita eri aloilla toimivia ja eri kokoisia yrityksiä, jotka myyvät B2B-asiantuntijapalveluita. Haastateltavat yritykset valikoituivat tutkijan oman kartoituksen kautta ja haastattelut toteutettiin käyttämällä puolistrukturoituja teemahaastatteluja. Kriteereinä yritysten valinnalle olivat B2B-asiantuntijapalveluiden myyminen sekä digitaalisten sovellusten hyödyntäminen yrityksen myyntitoiminnoissa.
Tutkimuksen tulokset ovat varsin mielenkiintoisia ja osoittavat, ettei digitaalisten sovellusten käyttäminen ole kohdeyritysten osalta aiheuttanut toistaiseksi merkittäviä muutoksia yritysten myyntiprosessiin. Digitaaliset sovellukset olivat kyllä selventäneet prosessia sekä helpottaneet myynnin ja markkinoinnin välistä kommunikointia, mutta itse myyntityön tekemiseen sovelluksilla ei näissä yrityksissä näytä olevan vaikutusta. Yhden yrityksen kohdalla ei myöskään myyntiprosessin läpimeno ollut nopeutunut. Tutkimukseen osallistuneiden yritysten organisaatiotkaan eivät olleet muuttuneet digitaalisten sovellusten ansiosta. Vaikka tutkimuksen tuloksissa ei ollut havaittavissa selkeitä mullistuksia, on muutos kuitenkin tulevaisuutta. Useimmissa tutkimukseen osallistuneissa yrityksissä digitaalisten sovellusten täysimittainen hyödyntäminen on vielä kesken ja olisikin mielenkiintoista nähdä vastaavat tulokset esimerkiksi viiden vuoden kuluttua.
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Roshchina, Polina. "Návrh zlepšení internetového marketingu pro vybranou B2B společnost." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414485.
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The focus of this thesis is the analysis and evaluation of the marketing tools that are currently being used by a specific international company and a proposal for improving the efficiency of their methods. The company has a few branches in Europe, Asia, North and South America and provides B2B services in the Language Service Provider (LSP) industry.
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Lönnberg, Annie, Elma Macanovic, and Izabelle Pettersson. "Negative Effects on Trust in B2B Relationships." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53416.
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Background: The concept of relationship marketing is a continuously growing research area in the field of academic research. A topic being widely discussed is which factors builds trust and the importance of having trust in business-to-business (B2B) relationships. However, there is a lack of research in the field of which factors have a negative effect on the level of trust in business relationships. Purpose: The purpose of this study is to explain which factors are crucial to maintain trust in a B2B relationship. Focus: The focus in this study is on trust in B2B relationships. Particularly how it is negatively affected by lacking the building blocks needed in order to have trust in such a relationship. Method: This study made use of a deductive, quantitative approach. By using a survey, the data was gathered through an online questionnaire sent out via e-mail to 700 Swedish B2B companies. Results: In total, answers from 141 were reliable. In SPSS analyses for regression, reliability, and validity were conducted. Out of the five stated hypotheses, three were accepted and two rejected. Conflict handling was shown to have the largest influence on the level of trust together with communication and competence. Commitment and contracts were rejected in the hypotheses testing. Conclusion: A new model is presented where the accepted hypotheses act as influencers on trust. The conclusion of this study is that if there is a lack of conflict handling, communication, and competence it will have a negative effect on trust in a B2B relationship. Due to limitations of the study, other research opportunities derive. It is suggested that future research should explore the differentiation between different industries and/or different kind of actors within the B2B-relation or countries.
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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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Matela, Vít. "Propagace softwarového produktu na B2B trhu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-378374.
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This diploma thesis deals with the problem of lead generation using online marketing tools on the example of the specific Comprimato product. This work analyses the state and the environment in which the company is before launching the campaign. The results of the analysis are reflected in the practical part, where the lead generation strategy is described. Also, an economic evaluation of the campaign and recommendations how to improve the campaign in the future is included.
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Hannuksela, M. (Mikko). "Lean Startup -menetelmät freemium-liiketoimintamallin perustana B2B-ohjelmistomarkkinassa." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201811072977.
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Viime vuosina informaatiohyödykkeisiin perustuvat liiketoimintamallit ovat sekoittaneet markkinaa useilla eri toimialoilla. Nämä liiketoimintamallit ovat usein kehittyneet nopeasti, ja niiden pohjalta on muovautunut aivan uudenlaisia tapoja ajatella liiketoiminnan logiikkaa kyseisillä toimialoilla. Ohjelmistotuotteilla on aluksi suuret kiinteät kustannukset, mutta pienet skaalaamisen kustannukset sen jälkeen. Ongelma näyttää kuitenkin olevan, että suurin osa Startup -yrityksistä kaatuu jo ennen skaalaamisvaihetta. Viime vuosina on havaittu, että erilaiset freemium-liiketoimintamallin sovellukset ovat pienentäneet uuden palvelun skaalaamisen asiakashankintakustannuksia. Peruspalvelu tarjotaan tällöin ilmaiseksi tai erittäin edullisesti, ja liiketoiminnan tulos tehdään maksullisilla lisäpalveluilla, kuukausimaksuilla tai esimerkiksi mainostuloilla.
Tämän tutkielman päätarkoitus on selvittää, miten hyvin Lean Startup -menetelmien mukainen liiketoiminnan kehittäminen soveltuu freemium-liiketoimintamallin perustaksi. Vastausta tutkielman päätutkimuskysymykseen haetaan perehtymällä ensin tarkemmin Lean Startup -menetelmiin. Tämän jälkeen tutkitaan tarkemmin freemium-liiketoimintamallin keskeisimpiä elementtejä ja sovelluksia. Lisäksi tutkielmassa selvitetään, miten freemiumin toimivuutta voidaan mitata. Tämän tutkielman teoreettisen viitekehyksen perustana on Henry Edisonin rakentama Lean Startupin käsitteellinen viitekehys. Teoreettisessa viitekehyksessä Edisonin malliin lisättiin myös freemium-liiketoimintamallin keskeisimmät elementit. Tutkielman empiria on luonteeltaan laadullinen, ja sen aineisto on kerätty haastattelemalla kahta B2B-ohjelmistoliiketoimintamarkkinassa toimivaa Startup -yritystä.
Tutkielman tuloksista ilmenee, että Lean -menetelmät soveltuvat freemium-liiketoimintamallin perustaksi hyvin. Lean -menetelmien keskeisenä tavoitteena on rakentaa tuote, josta asiakkaat ovat valmiita maksamaan. Keskittyminen on tällöin kehitysvaiheessa, eikä skaalaamisen jälkeiseen aikaan juurikaan keskitytä. Lean Startup -menetelmien mukainen kokeileva ja tieteellinen liiketoiminnan kehittäminen keskittyy oikean perustarpeen löytämiseen ja siihen vastaamiseen mahdollisimman kustannustehokkaasti. Freemium-liiketoimintamallin on sen sijaan nähty olevan kustannustehokas työkalu skaalaamisvaiheessa matalien asiakashankintakustannusten vuoksi. Empirian pohjalta muokatussa viitekehyksessä freemiumiin perustuva liiketoiminnan kehittämisen prosessi eritellään omaksi prosessikseen. Tämä prosessi keskittyy skaalaamiseen ja sen jälkeiseen aikaan. Prosessin tarkoituksena on luoda edellytykset ketterään ja kannattavaan skaalautumiseen.
Yrityksen johdon tulisi ymmärtää rakenna-mittaa-opi prosessin mukainen asiakaslähtöinen tapa edetä. Menetelmän avulla voidaan säästää merkittävästi tuotekehityskustannuksia. Kun tuotetta aletaan skaalaamaan uusille markkinoille, iteroiva tapa toimia korostuu. Tällöin on tärkeää pilkkoa liiketoimintaprosessi niin pieniin palasiin, että mittaamalla on mahdollista saada relevanttia ja kohdennettua informaatiota. Nykytekniikalla mittauspisteitä voidaan laittaa jokaiseen sellaiseen pisteeseen, johon yrityksellä on mahdollisuus omalla toiminnallaan vaikuttaa. Näin myös skaalatun tuotteen tuotekehityksestä tulee Lean -periaatteita mukaillen tieteellisempää ja kokeilevampaa. Mikäli yritys päättää myöhemmin tehdä suuremman kokoluokan pivotin tuotteeseen tai innovoida jotain täysin uutta, se voi aloittaa yrityksen sisäisen Lean Startup -prosessin, joka lähtee nöyrästi ja kurinalaisesti noudattamaan rakenna-mittaa-opi-prosessia.
Tämän tutkielman tuloksia voidaan hyödyntää informaatiohyödykkeisiin perustuvien liiketoimintojen kehittämisessä eri toimialoilla. Yrityksen johdon tulee kuitenkin ymmärtää oman liiketoimintansa erityispiirteet, sillä tarkoitus ei ole antaa valmista liiketoimintamallia. Pikemminkin tarkoitus on lisätä ymmärrystä siitä, millä tavalla toimien olisi mahdollista parantaa todennäköisyyttä kehittää markkinaan soveltuva tuote ja markkinan ominaispiirteet huomioiva liiketoimintamalli. Tutkielma tarjoaa lukijalle myös pohdintaa ja ajankohtaista tietoa siitä, millaisia aiheita Startup -yritysten tutkimuksen keskuudessa tällä hetkellä käsitellään.
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Korolius, Anastasia. "Marketing diagnosis for the SME “Mais que Papel”." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19047.
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Mestrado em Ciências EmpresariaisLocalizada na Amadora por quase uma década, a Mais Que Papel tem dois ramos de negócio: centro de cópias (B2C) e venda e assistência técnica a equipamentos de escritório (B2B). Recentemente o negócio dos equipamentos, que é a principal actividade da empresa, entrou num período de estagnação e os gerentes estavam à procura de novas maneiras de acelerá-lo. Este estudo é o primeiro plano formalizado para o desenvolvimento da empresa, e está focado na área que apresenta a maior necessidade de melhorias ? Marketing e Comunicação.. A metodologia foi adoptada de diferentes fontes teóricas tendo em conta as particularidades do contexto do marketing B2B e do e-commerce para atingir necessidades especificas deste projecto. Os dados primários foram recolhidos através de entrevistas semiestruturadas com a gerência da empresa e de um questionário online aos clientes. Os dados secundários para análise da situação externa foram retirados de diferentes bases de dados e os relatórios para análise interna foram fornecidos pela empresa. A investigadora também teve a oportunidade de participar no trabalho do dia a dia da companhia para observar as dinâmicas e ter um melhor entendimento do sector. O resultado deste estudo foi a formulação da missão, da visão, dos valores e objectivos da empresa, a percepção das tendências actuais do mercado e das actividades de marketing dos competidores, insight da forças e desafios da empresa e, no fim de tudo, a elaboração de um plano de intervenção para atingir os seus objectivos de curto prazo.
Located in Amadora for almost a decade, Mais que Papel has two branches of business: copy center (B2C) and office equipment retail and support (B2B). Recently, the machine business, that is the main activity of the company, faced a period of stagnation and the managers were looking for new ways of accelerating it. This study is the first formalized plan and diagnosis of the firm's development, and it is focused on the area that showed the greatest need for improvement - marketing and communication. It was developed taking into account the particularities of the B2B and e-commerce marketing context in terms of market structure, demand characteristics, customer behavior, segmentation and marketing mix. The methodology was adopted from different theoretical sources to meet specific needs of this project. The primary data was collected through semi-structured interviews with the company management and online client questionnaire. The secondary data for external situation analyses were taken from different databases (such as INE, Pordata, Eurostat, etc.) and the reports for the internal analyses were provided by the company. The researcher also had an opportunity to participate in day-to-day work of the firm to observe the dynamics and to get a better understanding of the sector. The result of this study was formulation of the firm's mission, vision, values and goals, overview of the current market trends and competitors marketing activities, insights on company's strengths and challenges and, after all, elaboration of an intervention plan to achieve its short-term goals.
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Štěrbová, Michaela. "Oslovení nových zákazníků na B2B trhu ve Velké Británii." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414501.
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This diploma thesis is focused on the communication mix in a Czech company operating in the field of web analytics and also on its proposed design for the B2B market in England. The theoretical part is focused on the definition of marketing, international marketing, marketing and communication mix. The analytical part is focused on the characteristics of the company, analysis of the micro and macro environment, analysis of the marketing and communication mix of the company. The last part is devoted to the design of the company's communication mix for the B2B market in England. These proposals should lead to reaching new customers and possible gaining of new customers from the already mentioned market.
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Eck, Johanna, and Johansson Sofie. "Social media acceptance in B2B marketing : A study exploring the reasons behind the difference in social media usage between B2B and B2C markets." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79891.
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Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C. This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies. The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers.Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag. Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.
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Johansson, Sofie, and Johanna Eck. "Social media acceptance in B2B marketing : A study exploring the reasons behind the difference in social media usage between B2B and B2C markets." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79893.
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Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C. This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies. The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers.Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag. Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.
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Pipová, Jana. "Marketingový výskum v B2B." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-5101.
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The Diploma Thesis consists of four chapters. The first one describes B-2-B market and compare its approach to the customers with its approach to the consumers' market. Further this chapter describes the latest trends and specifics of the pharmaceutical field. The second chapter describes the marketing research and its various ways of realization. The following chapter depicts this marketing research in connection with the B-2-B market. The last chapter is the practice part of the thesis. Firstly there are the reasons that led me to realize this research. Then the main goal and the hypothesis are mentioned. The description of the researches course, its main summaries and the methodical edifications are not absent as well.
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Mohamed, Reda Benaich. "International Marketing Implementation for B2B SME : Case Study: ARTISAMA." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14576.
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Tahiri, Adelina. "Social media marketing in B2B companies: An evaluation framework." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-232029.
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Med ett ökande antal användare på social medier för varje år är det viktigt för Business-to-business (B2B) företag att investera i en omfattande sociala media strategi, med tanke på att majoriteten av deras kunder finns på någon typ av sociala media plattform. I dagsläget finns det inte mycket forskning inom sociala media marknadsföring relaterat till B2B om man jämför med Business-to-Consumer (B2C). I denna studie presenteras ett utvärderingsramverk för B2B företag, som är baserat på ett befintligt ramverk samt resultaten från denna studie. Genom att studera två svenska B2B företag, med olika grad av framgångsriksociala media strategi, drogs slutsatsen att det existerande ramverket är ofullständigt för att utvärdera sociala media insatser. Det finns en tydlig koppling mellan uppfattad användbarhet av sociala media marknadsföring och ofullständiga utvärderingsmetoder. Ofullständig utvärdering leder till uppfattningen att sociala medier inte genererar värde för företaget. Ett nytt ramverk presenteras, bestående av det existerande ramverket med ett adderat steg. I detta steg utvärderar man användbarheten innan man implementerar en sociala media strategi.With social media increasing the amount of users each year it is important for Business-to-business (B2B) companies to invest in a comprehensive social media strategy, seeing as a vast majority of their target audience are on some sort of social media. However, there is still little research on social media marketing within the business market, compared to the consumer market. This study presents an evaluation framework for B2B companies, which is developed from previous research and the findings from this study. By studying two Swedish B2B companies, with varied degrees of successfully developed social media strategies, it was concluded that the existing evaluation frameworks are insufficient for evaluating social media efforts. There is a clear linkage between perceived usefulness of social media efforts and improper evaluation techniques. Improper evaluation steps lead to the perception of social media techniques not being useful. A new framework is presented which consists of an existing evaluation framework and adds a pre-assessment stage where the usefulness has to be evaluated before implementing a social media strategy.
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Cruz, Raquel Mendes. "Planeamento em marketing : um estudo de caso em B2B." Master's thesis, FEUC, 2012. http://hdl.handle.net/10316/21372.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Filipe Coelho.A evolução do Marketing desde o seu aparecimento até à actualidade sempre considerou fundamentais a adaptação às condições do mercado e à sua evolução intrínseca, num quadro em que se considera o consumidor como elemento nuclear na definição da oferta. O Marketing tem hoje à sua frente um mundo completamente transformado. Durante muito tempo Marketing foi confundido com Vendas, no entanto, o Marketing compreende acções pensadas ontem, colocadas em execução hoje, que produzirão resultados no futuro, resultados esses que dependem da capacidade de execução da empresa (Nunes et al., 2008). A forma de actuação das empresas nos mercados depende do tipo de mercado a que pertencem: Business-to-Business ou Business-to-Consumer. Os mercados B2B e B2C são manifestamente diferentes e essas diferenças acentuam a forma como eles devem ser abordados. O dinamismo que encontramos nos mercados requer a elaboração de planos de Marketing capazes de guiar as acções que as empresas devem tomar de forma a se manterem saudáveis e competitivas. Este estudo aprofunda um conjunto de especificidades do mercado B2B marcando claramente as diferenças deste com o mercado B2C, tendo em conta a unidade de tomada de decisão, a complexidade do mercado, o número de clientes e o tipo de compras, as relações pessoais, os compradores, a geografia dos compradores, a procura, os segmentos e o efeito das marcas. Focando no mercado B2B, faz-se ainda uma análise do Marketing Mix que lhe está associado. No âmbito do mercado B2B, este estudo analisa a elaboração da estratégia de Marketing focando a sua importância, a estrutura comum de um plano de Marketing, as vantagens e problemas de um plano de Marketing culminando na análise do planeamento de Marketing e orientação para o mercado. Posteriormente, elabora-se o plano de Marketing para uma empresa tecnológica em concreto, uma empresa B2B. Finalmente, deste processo extraem-se implicações para empresas interessadas em processos de planeamento. Em síntese, o objetivo deste trabalho é o de elaborar um plano de Marketing no contexto B2B e daí retirar ensinamentos sobre os desafios deste processo e implicações para empresas interessadas em processos de planeamento em Marketing.
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Binckebanck, Lars. "Interaktive Markenführung im B2B-Verkauf /." Sankt Gallen : [s.n.], 2006. http://www.gbv.de/dms/zbw/511107374.pdf.
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Universiẗat, Diss.--St. Gallen, 2006.Auch als Buchhandelsausg. u.d.T.: Interaktive Markenführung : der Persönliche Verkauf als Instrument des Markenmanagements im B2B-Geschäft. Zsfassung in engl. Sprache.
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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 untapped territory and with little research dedicatedtowards it, however being the fastest growing medium it is of highinterest to better understand its marketing potential and how toutilize it. Methodology A qualitative case study with an iterative approach. The empiricalfindings derive from semi structured interviews with five selectedcase companies and a podcast producer. Conclusion Why B2B companies use podcasting as a marketing tool variessomewhat, the five main reasons identified are cost and timeefficiency, active listening, building relationships, branding andemployer branding. Some view podcasting in a strategic sense first,while others seem to use podcasting just as much for their ownenjoyment as they do for strategic purposes. There are challenges inregard to measuring success. However, those challenges do notappear to be very problematic as costs are low. Reaching the rightpeople is more important than reaching the masses. Contribution This study adds to existing research within the field of B2B content marketing by exploring podcasts as a marketing tool.
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Pakonen, N. (Niina). "Sosiaalisen median rooli brändin rakentamisessa pienissä ja keskisuurissa B2B-yrityksissä." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201706062560.
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Tämän pro gradu -tutkielman tavoitteena on ymmärtää, minkälainen rooli sosiaalisella medialla on brändin rakentamisessa pienissä ja keskisuurissa B2B-yrityksissä. Vahvan brändin arvo yritykselle on jo kauan tunnustettu tutkimusmaailmassa, mutta brändin rakentamisen tutkimus B2B-ympäristössä ja myös PK-yritysten tapauksessa on jäänyt vaille ansaitsemaansa huomiota. Lisäksi eri kommunikaatiovälineiden, kuten sosiaalisen median nopea kehitystahti haastaa yritysten brändiviestinnän monessa suhteessa. Se luo kuitenkin yrityksille myös mahdollisuuksia, joista hyötyäkseen on ymmärrettävä muun muassa sosiaalisen median rooli brändin rakentamisessa. Näihin tärkeisiin teemoihin tällä tutkimuksella halutaan pureutua. Tutkimus toteutettiin laadullisena tapaustutkimuksena, jossa tapausyrityksenä oli B2B-sektorilla toimiva Bitfactor Oy. Aineistonkeruumenetelmänä on käytetty teemahaastattelua ja tapausyrityksen erilaisiin dokumentteihin perehtymistä. Aineiston analyysi on toteutettu teoriaohjaavaa sisällönanalyysiä ja abduktiivista päättelyn logiikkaa käyttäen. Tämän tutkimuksen tulosten perusteella sosiaalisen median rooli pienten ja keskisuurten B2B-yritysten brändin rakentamisessa on moninainen ja jopa ratkaiseva. Tutkimuksen teoreettisessa viitekehyksessä ja empiirisessä aineistossa nousi esiin useita tärkeitä teemoja, joissa korostuu niin ulkoisen kuin myös sisäisen sosiaalisen median brändiä rakentava vaikutus brändin eri osa-alueissa. Tutkimuksen tuloksia ei ole tarkoitettu sellaisenaan yleistettäviksi, mutta tuloksia voidaan hyödyntää muissa konteksteissa brändin rakentamisen suuntaviivoina alan erityispiirteet huomioiden.
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Bålfors, Joakim, and Johan Ståhlspets. "The Power of B2B Brands : A case study of how B2B companies in the forest industry can communicate sustainability through their Brand." Thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-124542.
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Today’s B2B companies operate in a global business world that is characterised by product homogenisation and intense competition. Finding sources for differentiation and consequently competitive advantage is a concern that no company with a long-term horizon can ignore. The development of the brand, recognized as a strategic asset, has created new ways of conducting beneficial marketing management, which can lead to differentiation from competitors and create conditions for company success. The role of brands in B2B settings differs from the role in B2C markets, and its potentially beneficial outcomes have traditionally been overlooked by B2B practitioners. Consequently, B2B companies need to gain further insight in how and why to utilize the potential benefits of having a strong brand. The technology development demands constant evaluation of brand communication techniques and the demand for sustainability related solutions address the need for further marketing insights. Therefore, the purpose of this study is to contribute with understanding and further knowledge to the research field of B2B marketing. The goal is to outline how B2B companies can utilize the strategic asset of a brand by incorporating sustainability in the communication of the same. The research question that this study aims to answer is consequently: • How can B2B brands in the forest industry communicate sustainability? In order to fulfil the study purpose and answer the research question, six sub-purposes concerning the theoretical themes B2B brand management, sustainability and brand communication were outlined. The theoretical themes are the basis from which the sub-purposes stem. This study is written on commission for a production company in the forest industry. In order to fulfil the purpose of the study, a case study approach with a qualitative research method is used. The empirical findings consist of semi-structured qualitative interviews with employees of the case company and two external respondents. The external perspective consists of one customer to the case company and a representative from the forest owner’s branch organisation. The question template for the qualitative interviews is built upon the stated six sub-purposes and consequently the theoretical themes of B2B brand management, sustainability and brand communication. Based on the empirical findings and the theoretical themes, we analyse the outcomes and provide with conclusions and practical recommendations in relation to the stated purpose of this study. This study indicates that brands play a major role in B2B settings, especially as a mediator and coordinator of business relationships. The brand is built upon functional brand values and emotional brand values. In the context of the forest industry, the functional brand values are connected to hygiene factors, whilst emotional brand values are connected to the company as a whole and can thereof be a source for differentiation. The main conclusion from this study is consequently that sustainability should first and foremost be used as a way of conveying the identified emotional brand values credibility, trust, loyalty and long-term commitment. Embedding sustainability into the brand by highlighting the emotional brand values of credibility, trust, loyalty and long-term commitment is consequently a way for B2B brands to differentiate from competitors.
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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-strukturerade intervjuer. Intervjuerna spelades in och transkriberades för att kunna utforma en tematisk analys. Materialet har analyserats och diskuterats, för att vidare kunna presentera en slutsats som besvarar studiens syfte. Resultat & slutsats: Studien visar att användningen av sociala medier hos B2B-företag till stor del stämmer överens med Cawsey och Rowleys strategiska ramverk. Vi fann dock att den fjärde komponenten inte utgör en väsentlig del i företagens marknadsföringsstrategier och kan länkas samman med sjätte komponenten. Under femte komponenten fann vi att företagen fokuserar på att finna minst ett tydligt syfte med att inträda i en kanal, vilket skulle kunna tolkas som en ny komponent i ramverket. Förslag till vidare forskning: Utifrån begränsningarna i denna studie kan vidare forskning genomföras. En begränsning är att studien har tolkats utifrån ett företagsperspektiv. Vidare forskning kan därmed tänkas behandla området utifrån de anställdas perspektiv. En annan begränsning som har uppkommit i studien är huruvida varje komponent har diskuterats djupgående. Det finns därmed ett behov av att studera hur företagen arbetar med en särskild komponent. Uppsatsens bidrag: Studien bidrar med en ökad förståelse för hur B2B-företag använder sociala medier i marknadsföringsstrategierna. Denna studie bidrar med riktlinjer hur företag kan arbeta med sociala medier. Följaktligen har studien bidragit till ökad förståelse för vilka faktorer som kan vara bra att tänka på vid användningen av sociala medier hos B2B-företag, samt vilka områden det finns utrymme till att förbättra och utveckla i strategin.Aim: This study aims to analyze the use of social media in B2B-companies’ marketing strategies based on the six components monitoring and listening, empowering and engaging employees, creating compelling content, stimulating electronic word of mouth, evaluating and selecting channels and enhancing brand presence through integrating social media. Method: This study takes a deductive approach. The study is conducted in the form of a multiple case study with qualitative research design. Based on the theoretical frame of reference, an interview guide was developed that was used in twelve qualitative semi-structured interviews. The interviews were recorded and transcribed in order to design a thematic analysis. The material has been analyzed and discussed to further present a conclusion that answers the purpose of the study. Result & Conclusions: The study shows that the use of social media in B2B companies is largely consistent with Cawsey and Rowley's strategic framework. However, we found that the fourth component does not constitute an essential part of the companies’ marketing strategies and can be linked to the sixth component. In the fifth component, we found that companies focus on finding at least one clear purpose of entering a channel, which could represent a new component of the framework. Suggestions for future research: Based on the limitations of this study, further research can be carried out. One limitation is that the study has been conducted from a business perspective. Further research may therefore be done based on an employee perspective. Another limitation that has arisen in the study is whether each component has been discussed in depth. Thus, there is a need to study how companies work with a particular component. Contribution of the thesis: The study contributes with an increased understanding of how B2B companies use social media in their marketing strategies. This study provides guidelines on how businesses can work with social media. Consequently, the study has contributed to an increased understanding of what factors may be useful to have in mind when using social media in B2B companies. Also, in which areas there is room for improvement and development in the strategy.
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Peuser, Martina-Maria. "Kompetenzorientierte Markenkooperationen von Energieversorgungsunternehmen im B2B-Kundenbereich." Wiesbaden Gabler, 2007. http://d-nb.info/986651869/04.
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Lukašík, Tomáš. "Marketingová komunikace B2B. Projekt pro značku Motrio." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113756.
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Motrio is a brand of non-original spare parts, that belongs to the Renault Group portfolio and that is successful within few last years which are influenced by the economic crisis. The concept is based on the low price offer of the spare parts. The object is to create an optimal marketing B2B communication for the Motrio brand in the R3 site (independent services) in the region of Middle Europe (Czech republic, Slovakia and Hungary).
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Vlčková, Michaela. "Marketingový výzkum spokojenosti zákazníka v oblasti služeb B2B." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224387.
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The master thesis is focused on a new industry of marketing – customer experience in the field of telecommunication services B2B. The theoretical part describes, analyzes and summarizes the basic concepts of information sources in the literature concerning the topic of customer satisfaction. In the analytical part the general theoretical basis and internal information of Vodafone Czech Republic are used for marketing research. On the base of obtained information are created proposals for Sales and Care deparments of B2B clients to increase customer satisfaction.
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Dean, Andrew Kristoffer. "How do marketing communications influence nanotechnology sensemaking in B2B sales?" Thesis, Durham University, 2016. http://etheses.dur.ac.uk/11816/.
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Making sense of technology products is a challenge faced by B2B actors, and one that is particularly acute for high technology products. Sitting in the isthmus between organisations are sellers and buyers who predominantly communicate through talking to position themselves as legitimate sources of knowledge to facilitate selling and buying, while often experiencing identity-based tensions. Research gaps from extant studies show limited investigations examining how sellers and buyers discursively negotiate high technology sales related to their identities to more easily make sense of these often-misunderstood products. This study therefore considers these aspects through the exemplar of nanotechnology, which is regarded as an ambiguous, opaque and complex collection of products, capable of triggering a need for sensemaking, based on the use of marketing-based spoken communication. Throughout this study, respondents who undertake nanotechnology selling and buying within UK companies (SMEs and MNEs) are engaged with via in depth semi-structured interviews. Using an interpretivist case study approach, discourse analysis is used to unpick social structures relating to selling and buying, as the respondents ‘see’ and discursively construct them. Three main themes are drawn out of this study. The first is the importance of a centralised scientist role identity to guard against the stigma of carrying out marketing activities, where respondents can be quasi-legitimised scientists engaged with selling and buying, while discursively negotiating how to construct these activities. Many sub-themes of power, othering and internal contradictions are explored for this and other main themes. The second theme highlights the potential for using spoken interpersonal marketing communications as a vehicle to induce homophilous discourse, resulting in shared meaning, where sense can be made more easily for complex product functionalities and identities legitimised/delegitimised. The third theme indicates how product simplification and linguistic tools, drawing on cultural references such as science fiction metaphors and militarism can aid in sense given and made between sellers and buyers. Drawing these themes together suggests how the scientist role identity is centrally enacted alongside minor identities of the marketer, seller or buyer to aid in sense giving and sensemaking for high technology products through spoken discursive cultural resources.
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Sito, Thomas <1986>. "Web marketing B2B nei mercati internazionali: il caso Itema Cina." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/3836.
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L’elaborato prende in analisi le attività di web marketing business-to-business in riferimento al mercato meccano-tessile cinese. Il paper è strutturato in tre parti che analizzano rispettivamente le attività di web marketing in generale, il mercato meccano-tessile cinese e, infine, il caso studio. La parte introduttiva è una fotografia dello stato attuale delle principali attività di web marketing nel business-to-business in un’ottica internazionale ed un approfondimento degli aspetti di relationship marketing in Internet. La seconda area d’analisi, partendo da una prospettiva macro, esamina il mercato cinese sia dal punto di vista socio-culturale, approfondendo il sistema delle relazioni cinesi (guanxi), sia, più nello specifico, il mercato meccano-tessile cinese e i relativi strumenti di comunicazione. Infine, nella terza parte, viene proposto il caso della sede cinese del gruppo Itema, uno tra i principali attori del mercato meccano-tessile globale, che ha saputo riposizionarsi nel mercato attraverso un’attività di web marketing ad hoc.
The paper takes in the analysis of business-to-business web marketing in relation to the Chinese textile machinery market. The paper is structured in three parts which respectively analyze the practices of B2B web marketing in general, the market for Chinese textile machinery and, finally, the case study. The introductory part is a snapshot of the current state of the main activities of web marketing in the business-to-business from an international perspective and an in-depth aspects of relationship marketing on the Internet. The second area of analysis, starting from a macro perspective, examines the Chinese market from the point of view of socio-cultural, deepening the Chinese system of relationships (guanxi), and, more specifically, the market for Chinese textile machinery and related communication tools. Finally, in the third part, it is proposed the case of the Chinese office of Itema Group, one of the major players in the global textile machinery market, which has been able to reposition itself in the market through an ad hoc process of web marketing.
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Salmaso, Giada <1998>. "Il Marketing digitale nelle imprese B2B: analisi nel Nord Italia." Master's Degree Thesis, Università Ca' Foscari Venezia, 2022. http://hdl.handle.net/10579/21851.
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In questi ultimi anni, con l’intensificarsi della presenza di internet, dell’interconnessione creata dai social e della presenza dei marketplace, il mercato del B2B si è trovato sempre più coinvolto in un cambiamento culturale e organizzativo che ha influenzato il modo di operare delle imprese. L’approccio verso un mondo più digitale sta portando, infatti, molte imprese ad adottare tecniche improntate sulla digitalizzazione dell’azienda e verso un nuovo modo di instaurare relazioni con fornitori e clienti. Molte imprese sono pronte e stanno sviluppando oggi questo cambiamento, ma altre, come le pmi sono più restie al riguardo. In Italia, per esempio, è bassa la percentuale di pmi che adottano strumenti di ottimizzazione, analisi o di marketing all’interno del settore B2B.
In questo elaborato, al Capitolo 1 verrà effettuata un’analisi del mercato B2B con la definizione del termine, l’analisi dei settori coinvolti, la gestione dei processi di vendita e acquisto e le principali differenze con il mercato B2C.
Il Capitolo 2 sarà invece, focalizzato sulla digitalizzazione e sulla relazione tra trasformazione digitale e B2B concentrandosi poi su opportunità e benefici che la digitalizzazione crea nelle aziende, ma anche esaminando gli ostacoli che questa pone davanti alle pmi e osservando come la pandemia Covid-19 abbia influenzato il rapporto tra digitalizzazione e B2B in Italia.
Nel Capitolo 3 si illustreranno gli strumenti di marketing utili ad un’azienda per incrementare al meglio la propria brand awerness, per comprendere come targettizzare e per aumentare le vendite.
Il Capitolo 4 verterà, invece, sull’analisi quantitativa dei dati raccolti in collaborazione con Marketing Arena, agenzia di digital marketing di Rovigo con la spiegazione della metodologia utilizzata per il campionamento e la rielaborazione dei dati finali. Vi sarà anche una seconda analisi, qualitativa, frutto di una serie di interviste rivolte ad aziende che si sono mostrate disponibili e ritenute interessanti per l’approfondimento di determinate tematiche in merito alla digitalizzazione e agli strumenti da loro utilizzati.
Conclusioni, in questo paragrafo verrà esaminata la situazione attuale e verranno tratte le previsioni per un possibile futuro della trasformazione digitale nel B2B.
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Pitt, Christine. "B2B brand engagement in social media: The employee's perspective." Master's thesis, University of Cape Town, 2017. http://hdl.handle.net/11427/25061.
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Brand engagement, or the process of how customers and other stakeholders form emotional or rational attachments to brands has garnered considerable attention in the marketing literature in recent years. Brand engagement is important because it is a construct strongly related to brand equity, or in simple terms the "value of the brand". Recently, the nature of brand engagement has also changed significantly because of the advent of social media. Not only do users of these social media share personal information with each other, they also comment on, contribute to, and share opinions on the brands that engage them. While the literature is extensive on brand engagement and social media, most of the emphasis is on customers, rather than other stakeholders such as employees, suppliers, and investors. Moreover, the research focuses almost entirely on consumers, the customers of business-to-consumer firms, rather than on the industrial and organizational customers of business-to-business (B2B) firms or their stakeholders. Only very recently have scholars begun to explore both customer and employee engagement and their effects on firm performance in both the business-to-consumer and business-to-business arenas. The research presented in this dissertation attempts to grow the literature in two ways. First, it focuses on brand engagement in business-to-business firms rather than business-to-consumer; second, it does this by studying a stakeholder group other than customers, namely, employees. Moreover, it does this through the employee lens, rather than the lens of the firm; in other words it explores how employees engage with firms rather than how firms engage with their employees. The study utilizes an exploratory research design focusing on qualitative data. The data consist of job reviews posted by employees of B2B firms on the social medium Glassdoor.com. Glassdoor.com collects company reviews and real salaries from employees of a range of organizations and displays them anonymously, and users are also able to rate their employees on a five-star scale. The firms chosen were based on a ranking study by the research firm Brandwatch, and were split into two groups, namely the 30 top ranked firms, and the 30 bottom ranked firms. These reviews were then analyzed, using Hart's theory of word choice and verbal tone, in DICTION, the content analysis software. The results indicate that there are significant differences between top ranked and bottom ranked firms, and also between top rated and bottom rated firms. Employees of top ranked firms are significantly more optimistic in their reviews, while employees of bottom ranked firms express significantly more certainty, activity and realism. There are no significant differences with regard to commonality. With regard to firm ratings, the employees of highly rated firms are significantly more optimistic, while employees of low rated firms score significantly more on all the other dimensions of word choice and verbal tone. The employees of top ranked firms are significantly less insistent in their reviews but display significantly more embellishment, variety and complexity. Similarly, in the case of firm ratings, highly rated reviews are significantly less insistent, but exhibit significantly more embellishment, variety and complexity. The thesis contributes to academic knowledge in four ways. First, it is the first study to consider brand engagement in the business-to-business environment from an employee perspective. Second, the study contributes by providing a perspective on brand engagement from two sides, namely highly ranked B2B companies and low ranked B2B companies, as well as highly rated B2B companies and low rated B2B companies. It highlights the differences between these two groups with regard to brand engagement. Furthermore, it permits a focus on the differences between employees who rate an employer brand high versus those that rate it low, regardless of how the brand is ranked independently. Stated differently, in a brand engagement context, the study identifies specific dimensions or calculated variables that distinguish high and low rankings and ratings. Third, this is the first study that examines employee brand engagement using Hart's theory of word choice and verbal tone. This means that it employs a robust means of comparing pieces of text, or in this particular case, the text resulting from an employee's review and rating of an employer, as a proxy for employee brand engagement. Fourth, this study is the first to use the DICTION content analysis software to examine employee brand engagement in a business-to-business context. It demonstrates DICTION's ability to operationalize Hart's five dimensions of text, and the calculated variables, as well as confirming DICTION's capacity to handle very large text files. The study also has implications for marketing managers, and for brand executives in the business-to-business arena specifically. First, it enables managers to identify the most important dimensions of brand engagement according to Hart's theory, when employee reviews are posted on social media. When managers are able to discern which dimensions figure prominently in the most highly regarded brands according to employees, they can begin to formulate strategies that might enable them to develop these dimensions in their own environment. Likewise, when they are able to distinguish the dimensions that mark the least highly regarded brands, or the dimensions that occasion negative reviews, they will be able to develop strategies that enable their firms to overcome these effects. Second, the use of data such as that available on Glassdoor will allows managers to compare the nature of their brand engagement to others, such as competitors or firms they wish to benchmark against, and to develop strategies that will enable them to shift their level of brand engagement over time. Third, the results of the study reinforce the notion that brands and human capital are more important and interlinked than most managers acknowledge. The management of these two assets therefore requires more than occasional attention; rather, they should become part of regular organizational brand strategy.
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Šilhavá, Kateřina. "Marketingová komunikace ICT integrátora." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359789.
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The aim of this thesis is to recommend communication practices drawn from the analysis of the ICT organization and its marketing communication activities. The subsequent objective is to examine ICT market since 90's and to identify its future growth. The thesis studies the specifics of marketing communication whiten the B2B field. The first part appraises B2B market as such which is then compared with B2C market. Additionally, the work introduces communication activities employed to the Czech market place. It mostly considers the advertising, sales support, promotion, direct marketing, sponsorship and event marketing, personal sale, trade shows, exhibitions and digital media. The practical part assesses the given ICT organization and its leading competition. This part also evaluates the characteristics of ICT market in Czech Republic. The mapping and analysis of ICT market in Czech Republic was underpinned by the primary qualitative research. The final part evaluates the communication activities of chosen company. It then concludes with the potential practical recommendations drawn from the analysis results.
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Rätz, Diana. "Erfolgspotenzial elektronischer B2B-Marktplätze : Theorie - Empirie - Fallstudien /." Lohmar [u.a.] : Eul, 2003. http://www.gbv.de/dms/zbw/367406675.pdf.
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Žigovičová, Veronika. "Analýza a zefektivnění marketingové komunikace podniku působícího na B2B telekomunikačním trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162355.
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This thesis deals with the analysis and consequential optimization of marketing communication towards business customers of one of the leading telecommunications operators in the Czech Republic The aim of the work is a detailed analysis of the current state of using marketing communication tools, detection of gaps compared with expectations of corporate customers. The goal is to set communication mix that will meet theirs expectations. Business customers are strategically key segment to which it is necessary to pay attention to and which it is necessary to obtain truly stable competitive advantage. One of the pillars to achieve this is just setting optimal communication tools.
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Nykodýmová, Barbora. "Obsahový marketing pro generování leadů v segmentu B2B vzdělávacích a poradenských služeb." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-261979.
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The aim of this thesis is to acquaint the reader with the issue of content marketing for generating leads and information about potential customers, then to analyze and offer some recommendations for its further use among B2B suppliers of educational and consulting services. The theoretical part discusses three key topics: the specifics of the services and B2B sector; content marketing and the reasons for its inclusion in marketing strategy; and the issue of lead generation as a possible metric of content marketing and sales tool. The practical part of the thesis approaches this topic from the perspective of four representatives of service suppliers, complemented by a point of view of the mediate company IVITERA. This company brings together one of the largest B2B communities in the services sector on the Czech market within its (especially online) media projects. Research was conducted through individual interviews with representatives of all five companies and by an analysis of secondary data, leads and keywords provided by the mediate company.
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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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Karlsson, Ellinor, Linnéa Wallberg, and Rebecka Tudorache. "Policies and Guidelines in B2B Social Media Marketing : A Qualitative Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97077.
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This qualitative study focuses on how social media policies and guidelines are used in practice within nine different Swedish industrial B2B companies. This study identifies their social media policies and guidelines in order to examine its content and investigates how the participating companies use their social media policies and guidelines in their marketing activities according to the interviewees. A qualitative research method with nine semi-structured interviews has been conducted and analyzed with a thematic analysis by using research and theory within the chosen subject.The findings of this study reveals that the companies have social media policies and guidelines in place in order to satisfy different needs, hence, some of the companies use it as a fundamental framework, while other companies incorporate it to a greater extent and use it as a way of handling risks.Through its managerial and social media policies and guidelines implications, this study contributes to the identified research gap regarding how social media policies and guidelines usage in B2B industries by providing insights from practice.
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Pereira, João Miguel Marques. "Lealdade a empresas fornecedoras de software, em contexto de Marketing B2B." Master's thesis, FEUC, 2016. http://hdl.handle.net/10316/32875.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.Este trabalho de dissertação de mestrado sobre o tema “Lealdade a empresas fornecedores de Software, em contexto de Marketing B2B”, procura perceber, dentro do conceito de lealdade a uma empresa fornecedora de software de gestão ou faturação, quais os fatores mais valorizados para a criação de uma relação empresarial. O Marketing B2B define-se pelas ações estratégicas que envolvem a relação e a troca comercial entre empresas. Procura conquistar novos clientes e gerir todo o relacionamento de forma mais direta, procurando satisfazer clientes antigos e cativar clientes futuros através de estratégias que promovam a lealdade para com os seus fornecedores. O objectivo principal deste estudo prende-se com a compreensão da relação entre empresas clientes e empresas fornecedoras que atuam com uma estratégia B2B na venda e serviço de software. Procurou perceber-se a importância de determinantes como a imagem, qualidade do serviço e valor percebido em variáveis como satisfação, confiança, compromisso e reputação da empresa fornecedora. É feita, também, uma análise de fatores como custos de mudança, descontentamento e dependência na obtenção de lealdade, ou na influência de intenção de mudança. A análise destes fatores é crucial para se poder interpretar a importância da lealdade em Marketing B2B. Para alcançar estes objectivos foi efetuado um estudo empírico baseado num questionário fundamentado e estruturado com o intuito de perceber o comportamento das empresas consumidoras perante estratégias em contexto B2B, assim como todos os fatores que contribuem para o Marketing Relacional. Através de metodologias estatísticas, procurou desenhar-se um modelo de investigação que relacione e interligue a lealdade com satisfação, compromisso, confiança e reputação em empresas com estratégia de negócio B2B. Utilizando este mesmo modelo, procurou investigar-se quais os fatores fundamentais para perpetuar a satisfação, as relações empresariais, e solidificar a posição de mercado de uma empresa que centre a sua estratégia de negócio em Marketing B2B. Este estudo permitiu concluir que fatores como o compromisso e a satisfação são essenciais para gerar e manter a lealdade entre empresas que operam em Marketing B2B.
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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 and whether it is the same as the brand identity. According to the fact, that in some parts there is a clash between these two, I have been recommending steps, which will help to improve the L'Oréal Professionnel image. I have been suggesting these steps also according to the present image of two main direct competitors of L'Oréal Professionnel, which are Wella and Schwarzkopf, which I have included into my research.
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Vanková, Ivana. "Porovnání B2B marketingových nástrojů u vybraných distributorů léčiv." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262198.
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The diploma thesis deals with a comparison of B2B marketing tools of the biggest pharmaceutical distributors on the Czech market. Alliance Healthcare is one of the leading distributors in this area and would like to increase its turnover and gain new clients. The aim of the thesis is to define marketing tools of all pharmaceutical distributors, make a questionnaire based on this topic that will be sent to customers of the biggest companies and find out how the particular tools are evaluated by the pharmacies and what the position of Alliance Healthcare in comparison to its competitors is. After the evaluation of the questionnaire recommendations that could help Alliance Healthcare to reach its goal follow.
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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.
Full textAbstract:
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 literature has been used to set up the theoretical groundwork, industry benchmarking and primary research has been conducted, and secondary research has been performed. As a result, recommendations have been formed, which will be implemented in practice. The implications of this thesis' output will therefore be that the suggestions can be evaluated in retrospect.