Academic literature on the topic 'Company marketing'

The aim of this thesis is to analyze the business environment in Czech Republic for the concierge service industry. Moreover the central idea behind the topic is to develop the implementation strategy in the Czech market of the company Quintessentially, world leader in Luxury Concierge Service. This thesis work is a mixture of theory and practice analyses. The topic of the thesis is viral and up-to-dated because Czech Republic market has a good potential and excellent conditions for the new industry to develop and grow.

The appearance of the Internet and new, rapidly changing emerging online technologies have led to some fundamental changes in marketing -- especially direct marketing. Besides the growing popularity of the Internet, the appearance of databases and one-to-one marketing are challenging traditional marketing methods. This thesis attempts to illustrate how direct marketing techniques can be implemented in an IT company. It starts with an overview of the concepts of direct marketing and its techniques and then provides a brief synopsis of its past as well as possible future trends. The differences between B2B and B2C marketing communications are discussed as is the role of direct marketing in the information technology (IT industry). The last section presents a case study -- concluded with the cooperation of SEAL Communication and Oracle -- which demonstrates how an IT company can effectively use direct marketing in order to achieve its goals and build long-lasting and fruitful customer relationships. For the successful execution of the direct marketing campaign, both Internet based tools and traditional methods were applied, in order to show that both of these technologies can be used together when targeting different groups with different needs.

The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels.

Purpose: There is an increasing interest in sustainability, literature testifies that more and more customers are requesting sustainable products. This increasing request impacts companies that are therefore forced not only to provide sustainable alternatives but also turn their business into a more sustainable one. Due to the relatively newness of this topic there is a need to investigate how sustainable marketing strategies impact companies in the business-to-business sector. This paper is a single case study that presents how an international business-to business company is implementing sustainable marketing strategies, in their process to build a circular economy company. This research aims to describe how sustainable marketing strategies affect the implementation process of a B2B company who is moving towards a circular economy business model. Design/methodology/approach: The study has been conducted using a single case study, employing an abductive approach. Semi-structured interviews, observations, documentation and field notes were collected in a large B2B company in Sweden. Findings: The following challenges have been found to affect the implementation process of sustainable marketing strategies: terminology, communication channels, price strategy, culture, greenwashing, lack of performance measurement, lack of managerial involvement, lack of rewarding system, long decision process, poor use of cross-functional teams, lack of a clear plan, marketing strategies, proactive vs reactive. Originality/value: Since sustainability has been studied mainly in the business-to-consumer sector, this paper contributes to the existing literature because it provides an overview on how an international business-to-business company implements sustainable marketing strategies. Furthermore, the study also brings up the challenges that obstacles the implementation, giving useful insights to companies that would like to approach sustainability more or are in the process of implementing sustainability. Additionally, this paper highlights the importance of involving management and employees around the world and creating a single coherent understanding of sustainability in order to reflect such cohesiveness also in the marketing strategy. Paper type: Single case study.

<p>Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.</p><p>The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.</p>

There is widely acknowledged interest and recognition of the importance of internal marketing as a management approach that provides a systematic framework for managing employees towards a market orientation by aligning external marketing objectives with the internal capabilities of the organization. It is reasonable to expect that the concept has a clear meaning and a related body of empirical findings. However, marketing scholars have not agreed upon a single, common definition of internal marketing. The extant literature on internal marketing contains a variety of interpretations in relation to the domain of internal marketing, its aims and its focus. Therefore, much of the knowledge available is mainly derived from normative work as the proportion of empirical studies remains limited. Internal marketing practice remains limited, probably because of the lack of a proper underlying philosophy as well as the mixed evidence relating to implementation. This study proposes a conceptual framework which seeks to define the domain of the internal marketing concept, together with its’ antecedents and consequences. The subject of internal marketing is investigated within the context of tourism as a unique service industry in which there is a high level; of contact between customers and employees and where internal programmes aimed at employees have value to complement external programmes targeted at customers. A qualitative case study of one of the leading travel firms in UK from an employment perspective is used to shed light on the unique culture that underlies internal marketing practices, how internal marketing is practiced in reality, the way in which it affects both internal and external aspects of the organisation The findings highlight the importance of organisational culture and the manner in which culture underpins effective internal marketing within a business context. Internal marketing practices are shown to be vital in building and sustaining a people- and service-orientated culture throughout the organisation. The organisational managerial approach appears to have considerable consequences for an internal marketing programme as well as for the employees’ performance which, in turn, will affect customer satisfaction.

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.

The purpose of this project is to apply marketing tactics in the form of website and online services. The goal of this plan is to improve company image and customer service and relationships, Moreover, website and online service can also increase the sales and profits of the company and expand its market.

The engineering consulting industry in South Africa witnessed an overwhelming growth before the 2010 Fifa World Cup. The country had a lot of infrastructural development that needed the services of consulting engineers. A lot of people saw the challenge as a business opportunity and started their own consulting engineering companies. The demand for consulting engineering services was high before the 2010 Fifa World Cup; this changed after the completion of projects that were due for the world cup and some had to close or retrench staff due to scarcity of projects. The completion of 2010 Fifa World Cup projects is not the only challenge faced by the engineering consulting sector; government policies such tendering and procurement procedures that do not acknowledge performance, lack of funding etc. It is therefore important that companies look for better ways of gaining competitiveness in order to get more projects. These companies must not only rely on government projects but do marketing on the private sector as well. The purpose of the research is to assess and develop a marketing strategy for Company X Consulting engineers. A literature study on most successful marketing strategies employed by other service oriented companies was conducted. The literature study also comprised of the perception of marketing amongst consulting engineering companies. From the literature study mentioned above; questionnaires were drawn towards the development of a marketing strategy for Company X consulting engineers. The findings of the questionnaires were analysed and recommendation were made for the development of a marketing strategy for Company X.

The aim of the thesis is to study the commercialization process of a start-up company and how game theory can support the decision making during the process. The purpose was to offer new insights to commercialization since the approaches of game theory have not examined in this context even the commercialization process is complex and needs strategic decision making. The reason for choosing this topic in the point of view of start-ups is that start-ups are in major role when creating innovations, but they often have lack of resources to bring the innovations to the market. The research follows qualitative approach and the base of the research findings is from the interview. The interview was doing by using semi-structured interview questions. The entrepreneur was selected to interview because being involve with commercialization process of high technology product. The interview was doing in Finnish and recorded entirely. The transcribing was doing in Finnish and then translating in English by those parts which are used in the research findings. Theoretical part of study consists two sections. The first section involves topics of start-up, innovation, commercialization process and challenges that the company might face during the process. The second section involves the approach of game theory and applications of it. After theoretical part there is describe the methodology of the study. This involve an analyze of the qualitative study, benefits of it. Methodology section presents the interpretations about validity and reliability of the study. The research findings support the theory of commercialization process progressing. There is find few game theoretic approaches relating to different stages during the commercialization process. Most common models and approaches are negotiation situations, game matrix, cooperative games, and games of chance. The results support theory base but they are not generalizable. The purpose is to create a framework which start-up can utilize in some parts or entirely. Conclusion chapter presents a customized framework which combines main activities find out from interview and strategic decision-making process. It also presents the importance of investors and other funding systems for start-up company. The last chapter discuss more about theoretical and managerial implications, limitations of the study and gives suggestion for the further studies.