Relevant bibliographies by topics / Promotional mix

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Promotional mix'

Author: Grafiati
Published: 4 June 2021
Last updated: 9 February 2022

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Journal articles on the topic "Promotional mix"

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Wahyuni, Alida. "Kajian Bauran Promosi Di Perguruan Tinggi “X”." Liquidity 1, no. 2 (July 2, 2018): 175–82. http://dx.doi.org/10.32546/lq.v1i2.148.

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Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.
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Dwi Mardiatmi, A. Bernadin, and Dahlia Pinem. "Literasi promotional mix pada UKM-UKM di kota Depok, Jawa Barat." Yumary : Jurnal Pengabdian Kepada Masyarakat 1, no. 2 (December 29, 2020): 89–98. http://dx.doi.org/10.35912/jpm.v1i2.89.

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Purpose: SME is a business that has very good development potential. SMEs in Cipayung Urban Village, Depok City, West Java have various and high-quality products, but unfortunately amid the Covid-19 pandemic, promotion is hampered. This is due to the lack of partners' knowledge about online promotion by utilizing digital media. The purpose of this community service activity is to provide literacy about the promotional mix through online media which is expected to increase partner income. Method: The method used is educational FGD regarding the promotional mix, training on creating business social media accounts (WhatsApp and Facebook) and marketplace accounts (Tokopedia), as well as promotion strategy assistance. Result: The result of this community service activity is the partners' understanding of the promotional mix has increased. It can be seen from the pretest results with an average value of 5.98, increasing in the post-test results to 6.86. In addition, partners can carry out promotional practices through WhatsApp Status, create a Facebook account and create an Online Store on Tokopedia, then carry out promotions by posting product photos. Conclusion: Mentoring assistance activities can increase partners' knowledge about online marketing and can carry out practices regarding promotion through social media. Keywords: Marketing performance, Literacy promotional mix, SME
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Czaplewski, Andrew J., and Eric M. Olson. "Adaptive Strategies of Tobacco Firms Subsequent to the 1998 Master Settlement Agreement: An Examination of Emergent Tobacco Promotional Mix Efforts." Social Marketing Quarterly 9, no. 1 (March 2003): 3–17. http://dx.doi.org/10.1080/15245000309104.

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This article uses the promotional mix framework to examine tobacco promotional efforts in five distinct categories: advertising, sales promotion, direct marketing, personal selling, and public relations. We specifically explore how tobacco companies are adapting their promotional efforts in each category subsequent to the 1998 Master Settlement Agreement (MSA) among the five largest tobacco companies and 46 states. We utilize primarily marketing popular press literature and a comparison between 1998 and 1999 tobacco promotional expenditures to provide a comprehensive picture of emergent tobacco promotional efforts in response to the new restrictions. Numerous adaptations within each category are examined. In particular, substantial new expenditures in the areas of trade-oriented sales promotions, direct marketing, and public relations activities are revealed. Specific tactics being used in each of the five promotional mix categories are discussed.
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LD, Kamilina Rhodiyah, and Fatin Fadhillah Hasib. "Penerapan Promotional Mix Pada Biro Perjalanan Umroh/ Haji Shafira Tour And Travel Surabaya Menurut Perspektif Islam." Jurnal Ekonomi Syariah Teori dan Terapan 3, no. 1 (January 19, 2017): 1. http://dx.doi.org/10.20473/vol3iss20161pp1-15.

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An Increasing number of jama'ah Umrah/Haj in Indonesia every year the show will be the enthusiasm of the congregation to worship in the Holy Land that is not uncommon travel agency action that defraud prospective pilgrims by providing false promotions. This study aims to determine how the promotional mix is right according to Islamic perspective.This study used a qualitative approach with case study method is the shafira Tour and Travel in Surabaya. Data collection techniques is a questionnaires, an interviews and a documentation.Based on the research results, the implementation of sixth promotional mix done by Shafira Tour and Travel compatible with the promotion of the Islamic perspective that is honest, Amanah, does not promote illicit goods and carry out advice based on the results of other studies, congregation only knew four of six promotional mix which is done is through ads, personal selling, sales promotion and WOM.
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Komarudin, Komarudin, and Hendro Setyono. "PENGARUH BAURAN PROMOSI TERHADAP VOLUME PENJUALAN PADA PT. VIVA VICTORY ABADI." Jurnal Fokus Manajemen Bisnis 6, no. 2 (February 2, 2020): 203. http://dx.doi.org/10.12928/fokus.v6i2.1665.

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The purpose of this study was to determine the effect on promotion mix on volume sales PT Viva Victory Abadi. Results are expected to be a consideration for managers PT Viva Victory Abadi in determining the promotional mix effect on sales of property, as well as using some other variables of the promotion mix. The study was based on data usage all promotional costs incurred as well as the sale of the property from PT Viva Victory Abadi in the last two years. The data is then processed using multiple linear regression method in SPSS. The results obtained prove not the absence of significant promotional mix on volume sales of PT Viva Victory Abadi.
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Niri Antari, Putu Evi Henda, Ketut Budi Susrusa, and Ketut Suamba. "PENGARUH BIAYA BAURAN PROMOSI TERHADAP OMZET PENJUALAN USAHA AGRIBISNIS DI DENPASAR." JURNAL MANAJEMEN AGRIBISNIS (Journal Of Agribusiness Management) 7, no. 1 (May 3, 2019): 50. http://dx.doi.org/10.24843/jma.2019.v07.i01.p6.

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ABSTRACT Marketing requires more than just developing a good product, set an attractive price, offering an affordable prices, but also need to promote the product itself. The success of a marketing program also determined by promotion mix. This research aimed to analyzed the influence of promotion mix cost simultaneously, partially and the most dominantly variable toward the sales turnover of agribusiness company in Denpasar. The research method was used descriptive statistics. Through descriptive statistical analysis will be described and described characteristic table of respondents, while the influence of promotion mix cost to sales turnover using multiple linear regression analysed using the help of SPSS program version 22.0. Based on multiple linear analysis, the results of research showed promotion mix variables give simultaneous positive and significant effect toward the sales turnover p ? 0.05 with determination coefficient 0.575 or 57.5 %. Partially, all of five variables promotional mix showed that the cost of advertising, cost of personal selling, cost of sales promotion and cost of direct marketing give significant affect, while the variable cost of public relations showed insignificant results. The most dominant variable affecting the sales turnover is the cost of sales promotion with standardized beta coefficient point to 0.463. Suggestions that can be given by the author to agribusiness entrepreneurs in Denpasar in order to implement promotional mix cost policies that are appropriate in the future to be in accordance with the capabilities and budget owned by the company. The combination of the five components of the promotional mix costs is still carried out, but must pay attention and consider allocating funds efficiently into the promotional mix costs so that the company does not experience losses.
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Widyasari, Nyoman Putri, and I. Gde Ketut Warmika. "PENGARUH PROMOTION MIX TERHADAP CUSTOMER LOYALTY MELALUI BRAND EQUITY SEBAGAI VARIABEL MEDIASI." E-Jurnal Manajemen Universitas Udayana 8, no. 12 (December 3, 2019): 6910. http://dx.doi.org/10.24843/ejmunud.2019.v08.i12.p01.

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This study explains the role of brand equity mediates the effect of promotion mix on customer loyalty. This research was conducted in the city of Denpasar involving 100 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of the study are that Promotion mix has a positive and significant effect on brand equity, Promotion mix has a positive and significant effect on customer loyalty, Brand equity has a significant positive effect on customer loyalty, and Brand equity mediates the effect of promotion mix on customer loyalty. Acer management to pay more attention to individual sales and sales promotions on promotion mix. Increase sales promotion by giving discounts, presenting repeat prizes such as geratis laptop accessories in certain types, distributing promotional catalogs, and increasing individual sales by concentrating on training salespeople in various fields. Keywords: promotion mix, customer loyalty, brand equity.
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Mappadeceng, Riko, and Muhammad Amali. "Analisis Bauran Promosi Terhadap Keputusan Pembelian Pada Pusat Oleh-Oleh Khas Jambi (Studi Kasus Outlet Temphoyac)." Eksis: Jurnal Ilmiah Ekonomi dan Bisnis 11, no. 2 (November 19, 2020): 90. http://dx.doi.org/10.33087/eksis.v11i2.199.

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This research aims to identify marketing mix factors and find out the current promotional strategy of Temphoyac Outlets, Identify influential factors in, develop a Temphoyac Outlet promotion strategy and Analyze more appropriate promotional strategies for Temphoyac Outlets and provide appropriate alternative recommendations for Temphoyac Outlets. This research activity is limited by the field of promotion. This research looks at the company's side, how the company executes its promotional strategy, and discusses the selection of the most effective promotional programs that can be considered based on the factors that influence the selection of promotional programs that can be found from interview results and questionnaires. The respondents selected are parties involved in the promotion activities of Temphoyac Outlets and consumers in Temphoyac Outlets, This study was analyzed using multiple linear regressions.with results Y = 6,906 + 0.515 , marketing mix factors consisting of product quality, promotion and distribution channels, each had a significant positive influence, and together had a positive and significant influence on the purchasing behavior of a product/item.
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Tamamudin, T. "PROMOSI INDUSTRI BATIK PEKALONGAN (Penerapan, Kemudahan, dan Hambatan)." JURNAL HUKUM ISLAM 13, no. 2 (December 7, 2015): 99. http://dx.doi.org/10.28918/jhi.v13i2.489.

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Abstract: Pekalongan city is one of the produce regions batik. Geographically, small industry and large garment industry compete in the marketing of Pekalongan batik spread and extends beyond Pekalongan. Promotion strategy itself is the best combination of variables advertising, personall selling, promotions and other publicity semuanaya planned to achieve sales program. The type of research is a field research. The approach used in the study is a qualitative approach, the research procedures that produce descriptive data, in the form of words written or spoken of the people and observed behavior. Batik industry in Pekalongan in the implementation of the strategy promotion strategy promotional mix or promotional mix (promotional mix) that is noticed and keep the blend of Personal selling by opening stores or shop and email services for e-commerce, advertising to advertise in several electronic media and newspapers, sales promotion with several exhibitions held in Pekalongan Pekalongan and outside the city, and publicity by utilizing the internet.Abstrak: Kota Pekalongan adalah salah satu daerah penghasil batik. Secara geografis, Industri kecil maupun industri konveksi besar bersaing dalam pemasaran batik Pekalongan yang menyebar dan meluas di luar Kota Pekalongan. Strategi promosi sendiri merupakan kombinasi yang paling baik dari variable-variabel periklanan, personall selling ,promosi dan publisitas yang lain yang semuanaya direncanakan untuk mencapai tujuan program penjualan. Jenis penelitian yang digunakan adalah penelitian lapangan (field research). Pendekatan yang digunakan dalam penelitian adalah pendekatan kualitatif, prosedur penelitian yang menghasilkan data-data deskriptif. Industri batik di pekalongan dalam pelaksanaan strategi promosinya menggunakan strategi bauran promosi atau promotional mix (bauran promosi) yaitu memperhatikan dan menjaga perpaduan antara Personal selling dengan membuka gerai atau toko dan layanan email untuk e-commerce, advertising dengan mengiklankan dibeberapa media elektronik maupun surat kabar, promosi penjualan dengan beberapa pameran yang diadakan di pekalongan maupun diluar kota pekalongan, dan publisitas dengan cara memanfaatkan internet.
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Haughton, Dominique, Guangying Hua, Danny Jin, John Lin, Qizhi Wei, and Changan Zhang. "Optimization of the promotion mix in the healthcare industry." International Journal of Pharmaceutical and Healthcare Marketing 9, no. 4 (November 2, 2015): 289–305. http://dx.doi.org/10.1108/ijphm-03-2013-0008.

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Purpose – The purpose of this paper is to propose data mining techniques to model the return on investment from various types of promotional spending to market a drug and then use the model to draw conclusions on how the pharmaceutical industry might go about allocating promotion expenditures in a more efficient manner, potentially reducing costs to the consumer. The main contributions of the paper are two-fold. First, it demonstrates how to undertake a promotion mix optimization process in the pharmaceutical context and carry it through from the beginning to the end. Second, the paper proposes using directed acyclic graphs (DAGs) to help unravel the direct and indirect effects of various promotional media on sales volume. Design/methodology/approach – A synthetic data set was constructed to prototype proposed data mining techniques and two analyses approaches were investigated. Findings – The two methods were found to yield insights into the problem of the promotion mix in the context of the healthcare industry. First, a factor analysis followed by a regression analysis and an optimization algorithm applied to the resulting equation were used. Second, DAG was used to unravel direct and indirect effects of promotional expenditures on new prescriptions. Research limitations/implications – The data are synthetic and do not incorporate any time autocorrelations. Practical implications – The promotion mix optimization process is demonstrated from the beginning to the end, and the issue of negative coefficient in promotion mix models are addressed. In addition, a method is proposed to identify direct and indirect effects on new prescriptions. Social implications – A better allocation of promotional expenditures has the potential for reducing the cost of healthcare to consumers. Originality/value – The contributions of the paper are two-fold: for the first time in the literature (to the best of the authors’ knowledge), the authors have undertaken a promotion mix optimization process and have carried it through from the beginning to the end Second, the authors propose the use of DAGs to help unravel the effects of various promotion media on sales volume, notably direct and indirect effects.
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Dissertations / Theses on the topic "Promotional mix"

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Demuthová, Denisa. "Analýza komunikačního mixu společnosti Enterprise." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-360507.

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This Masters Thesis deals with an analysis of promotion mix of the company Enterprise. The objective of this thesis is to introduce company Enterprise Holdings along with its marketing and communication strategies. Furthermore, it includes a survey that was conducted in order to discover respondents awareness of Enterprise Rent A Car marketing activities and additional products. The recommendations are introduced on the basis of the surveys results. Moreover, in the theoretical part there are explained the basic marketing terms, e.g., integrated marketing communication, marketing mix, SWOT analysis and communication strategies. These strategies are crucial for understanding the thesis practical part. The marketing research and the methods of information collection are explained in the last chapter of the thesis theoretical part. The practical part is divided into three main chapters. The company Enterprise Holdings is introduced in the first chapter including its brands. There were conducted two analyses in the first chapter: a competitive analysis and SWOT analysis. The second and also the most elaborated part is focused on the marketing and communication strategies of the company. Additionally, the objectives of the entire company are described there as well as the goal achievement. The conclusion does not include only the survey evaluation but also the authors recommendations. These recommendations target at companys weak points and try to increase awareness of the company among European citizens.
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Vlková, Petra. "Analýza marketingové komunikace firmy Student Agency, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75651.

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This diploma thesis deals with the communication strategy of STUDENT AGENCY Company. The main aim is to analyze and describe all the principles, possibilities and targets of marketing communication, as well as show how the communication mix can be set and optimized. The theoretical part of the paper shows basic instruments of marketing known as 4P, one of which is promotion (as well known as marketing communication). Here we can find all the instruments of communication mix which can be used, as well as other needed information about the factors which affect the management of marketing communication. The practical part deals with a concrete situation in STUDENT AGENCY Company, explains relationships between the competitors and the whole transportation industry. Because the company operates also in tourism sector, these business activities are mentioned, too. The basic promotional mix of STUDENT AGENCY is introduced, as well as the most important reproaches. At the end the future line of marketing communication is foreshadowed. The main benefit of this paper is the complex vision of the company and its marketing communication, which helps to create a compact opinion to the present and future condition of the communication strategy of STUDENT AGENCY.
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E, Kwang Martin Sone. "The influence of marketing mix, on the student’s choice of University – Two State Universities in Sweden." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-29517.

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Aim: The aim of the study is to determine if the traditional services marketing mix influence the students, when selecting a university. Methodology: The work adopts a case study approach using qualitative method in the collection of data via the use of structural interviews. The sampled populations were the university’s administrations and the students. An inductive approach is applied in the data analysis. Result & Conclusion: Findings from the study show that, the HE uses different marketing mix strategies in the recruitment of students. The study also found out that the marketing mix elements have a positive impact in the student’s choice of a university. The programme, Promotional mix, place, price, people and Physical Evidence are directly related to the student’s choice of the HE. Implication of the studies There are two implication of the studies, one for the university and the other for the students. It is essential for the universities to understand the needs, motive of the students, the current and future job market demands. Also, the students need to be informed about the different universities offerings coupling with the current and future job demands.   Limitations of the study: Time factor, the non-probability sampling method are some of the limitation of this study. Suggestion for future Research: The effects of University choice to the student’s satisfactions. Contribution of the Research: The research provides know-how on the HE marketing in Sweden and the student’s choice of the University.

                            ACKNOWLEDGMENT

The success of this research could not be accomplished without the collective effort of the department of Business and Economics studies at the University of Gavle in Sweden. Throughout my study programme, they have influenced my study life with knowledge and wisdom in the strategic business world and thus building analytic mindset with positive and critical thinking.

 

Also, I extend my special thanks to Sarah Philipson, supervisor and Maria Fregidou-Malama, my examiner for their tireless efforts in guiding me to write this paper. I say thank you to my fellow students who criticized my work constructively. My special thank goes to the students and school administrators who participated in the interviews their contribution has been a great asset to this work.

 

I also thank the Swedish government for providing me with a “First class” quality MBA education for tuition free.

 

I will personally thank my family, both at home and abroad for their financial contribution which has permitted me to complete my studies. I also extend gratitude to my very good friend Samuel Doh Njinowoh who encouraged me to come and study at Gavle University.

Finally, I thank God the Almighty for giving me the strength so that I’m able to complete my MBA study safely.

 


Master Thesis
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Pelková, Martina. "Návrh marketingové strategie pro firmu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222506.

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The goal of this Master Thesis is to analyse current marketing situation within SYSTRA JM s.r.o. While this paper is aimed at conducting marketing analysis to find irregularities and failures, special attention is drawn, mainly, to suggesting remedial action directed at reducing or outright eliminating potential negative aspects. The final part of the analytical section is devoted to examination of results obtained from conducted interview survey as well as important facts supporting the proposal of SYSTRA JM s.r.o. Communication Strategy.
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Nobili, Emanuele, and Andrea Bicocchi. "Positioning, communicating and perceiving a brand abroad : company and consumer´s perspectives of Barilla in Sweden." Thesis, Mälardalen University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-835.

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Problem: How do Barilla position and communicate its brand in the Swedish market and how do Swedish consumers recognize the Company’s positioning? Do they perceive the Brand in line with the intended positioning?

Purpose: Investigating in which way and to which extents Barilla achieves and communicates a suitable positioning in the Swedish market. On the other hand, assessing how consumers and potential customers perceive the brand Barilla, evaluating if they perceive it in line with its intended positioning.

Method: The research is mainly based on primary data: the Company´s perspective through a personal interview with Barilla´s brand manager; the consumers´ perspectives through 300 questionnaires distributed outside ICA Maxi in Hälla (Västerås).

Theories: Brand equity; Brand positioning; Promotional mix.

Conclusions: Barilla pursues a suitable positioning in Sweden, positioning itself on attributes which are valuable, and sought by customers. Consumers´ perception of the intended positioning is generally correct, since the main aspects which the Company focused on are commonly identified and considered familiar by the public

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Kocián, Petr. "Komunikační mix a efektivita současné marketingové komunikace společnosti Aviva životní pojišťovna, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76298.

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Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.
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Křenová, Radka. "Marketingový plán pro Jazykovou školu Zachovou, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192760.

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The aim of this presented thesis is to create a marketing plan for language school Jazyková škola Zachová, s.r.o. The thesis includes situational analysis which shows the current situation of the company. According to the analysis, results are defined by the main marketing goals. In the practical part are also determined marketing strategies important for achieving these goals and specified appropriate marketing activity and communication. At the end of the thesis, there are suggested possible ways of controlling the marketing plan and recommended actions for improving the situation and increasing the company competitiveness. The aim of this thesis is to prepare such a marketing plan through which will be achieved the competitive advantage and strengthen the market position.
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Doubrava, Tomáš. "Uplatnění marketingu v řízení firem." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224892.

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The aim of diploma thesis is an analysis of HR marketing focusing on university students using the example of selected company. The theoretical part deals with an explanation of general terms continuing to concrete description of used analysis. Analyses in the practical part are followed by recommendation to improve the current situation of HR marketing focused on university students in selected company.
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Bairakimova, Kamila, and Arkvik Isabel Quiroga. "Marketing and Facebook : How fashion companies promote themselves on Facebook." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-127158.

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The social media are internet facilities where people can communicate and discuss through different websites or blogs. The social media has changed the world in many aspect and people are becoming more and more addicted to use these networks. People are fond of the social media because they can be social with a high number of individuals, both be real life friends, as well as strangers. Since the social media has grown to become so popular, companies have taken advantage of this as well. Their goal is to promote themselves through these networks as this can be very lucrative for the business. There are many different social media networks however this study will only be about Facebook. The aim of the study is to find out and describe how companies use Facebook for marketing purposes. An observation of how 34 fashion companies use Facebook for marketing purposes was carried out.

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Lehto, Fredrik, and Hampus Gunnstam. "Marknadskommunikation för småföretag i byggbranschen : En kvalitativ studie om hur småföretag inom byggbranschenanvänder marknadskommunikation för att skapa försäljning påkonsumentmarknaden." Thesis, Högskolan Dalarna, Institutionen för kultur och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:du-37631.

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Marketing is in a constant change where several industries are going from a traditional marketing towards a more digital marketing aspect. Precisely for the construction industry, previous studies show that small enterprises have not kept up with developments and believe that small enterprises in the construction industry often have a lack of knowledge in the field of marketing communication. The study is based on a qualitative research method with a deductive applied approach.The study is based on empirical data collected from six small enterprises in the construction industry in Dalarna. With the support of theory and previous research, the study has been able to resume how small enterprises in the construction industry work with marketing communication to create sales. The research study results in, that small enterprises in the construction industry using both traditional and digital marketing communications. Results of various traditional marketing communications used by small enterprises are business cards, flyers, logos on vehicles and sponsorship to create customer recognition and trust. Small enterprises also use digital marketing communications in the form of websites and social media to make it easier for customers to find them and create interaction with their customers. Through this marketing communications, small enterprises can create sales to their companies.
Marknadsföringsarbetet befinner sig i en ständig förändring där flera branscher går från ett traditionellt marknadsföringsarbete till ett mer digitalt marknadsföringsarbete. Just för byggbranschen visar tidigare studier på att småföretag inom byggbranschen inte har hängt med i utvecklingen och menar på att småföretag inom byggbranschen ofta har bristande kunskap inom marknadskommunikationens område. Problemet som uppstår är dels att småföretagen får nöja sig med generella teorier och modeller, dels att småföretagen ofta ha rbegränsade resurser. Samtidigt visar studier på att konsumenter inom byggbranschen upplever det svårt att hitta hantverkare vilket leder studien in på hur småföretag inom byggbranschen använder marknadskommunikation för att skapa försäljning på konsumentmarknaden. Studien har utgångspunkt i en kvalitativ forskningsmetod med en deduktiv tillämpad ansats. Studien baseras på empiri insamlad från sex småföretag inom byggbranschen i Dalarna som tillsammans utgör den empiriska data som uppfyller studiens syfte. Med stöd av teori och tidigare forskning har studien kommit fram till hur småföretag inom byggbranschen arbetar med marknadskommunikation för att skapa försäljning. Forskningsstudien resulterar i att småföretag inom byggbranschen använder sig av både traditionell-/ och digital marknadskommunikation. Resultatet av olika traditionella marknadskommunikationer som småföretagen använder är visitkort, reklamblad, logotyper på arbetsfordon och sponsring för att skapa igenkänning och förtroende hos kunder. Småföretagen använder även digitala marknadskommunikationer i form av webbsidor och sociala medier för att göra det lättare för kunder att hitta dem samt skapa interaktion med sina kunder. Generella slutsatser är att småföretag inom byggbranschen ofta strukturerar sin marknadskommunikation efter resurser eller eget intresse och att huvudsyftet med marknadskommunikationen grundar sig i att skapa igenkänning och förtroende för varumärket. Genom dessa marknadskommunikationer har småföretag inom byggbranschen möjlighet att skapa försäljning.
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Books on the topic "Promotional mix"

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Jones, P. S. Reflecting on Scotchlite's promotional mix. Oxford: Oxford Brookes University, 1997.

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Soares, Eric J. Promotional feats: The role of plannedevents in the marketing communications mix. New York: Quorum Books, 1991.

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Soares, Eric J. Promotional feats: The role of planned events in the marketing communications mix. New York: Quorum Books, 1991.

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Kim, Se-hun. Tosŏgwan mit toksŏ chinhŭngpŏp kaejŏngan yŏnʼgu. Sŏul-si: Hanʼguk Munhwa Kwanʼgwang Chŏngchʻaek Yŏnʼguwŏn, 2003.

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Myrogiannēs, Geōrgios. Hoi Europaikes politikes gia mia antagōnistikē exagōgikē viomēchania. Athēna: Ekdoseis Ant. N. Sakkoula, 1997.

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Fawzī, Samīḥah. al- Ṣināʻah fī Madīnat al-ʻĀshir min Ramaḍān: Dirāsah taḥlīlīyah li-ʻayyinah min maṣāniʻ al-madīnah. al-Qāhirah: al-Markaz al-Qawmī lil-Buḥūth al-Ijtimāʻīyah wa-al-Jināʾīyah, Qism Buḥūth al-Mujtamaʻāt al-Ḥaḍarīyah wa-al-Mudun al-Jadīdah, 1994.

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Health, Iowa Department of Public. Healthy Iowans 2010: Mid-course revision. Des Moines, Iowa: Iowa Dept. of Public Health, 2005.

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Fleming, Missy. Healthy youth 2000: A mid-decade review. Chicago, Ill: Dept. of Adolescent Health, American Medical Association, 1996.

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(Hampshire), Loddon NHS Trust. North and mid-Hampshire Health promotion service: Computer-based resource catalogue. Winchester: Health Promotion Service, 1999.

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Seminar on Below-the-Line and Sponsoring (1985 Milan, Italy). Seminar on Below-the-Line and Sponsoring: The use of promotion and sponsorship in the marketing mix, Milan, Italy, 6th-8th November 1985. Amsterdam, Netherlands: ESOMAR, 1985.

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Book chapters on the topic "Promotional mix"

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Halpern, Nigel, and Anne Graham. "Airport promotional mix, partnerships and engagement." In Airport Marketing, 263–92. 2nd ed. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003039563-9.

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Chiesl, Newell E. "Determining the Optimal Promotional Mix for Health Care Cost Containment Systems." In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference, 597–601. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17055-8_122.

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Pferschy, Ulrich, Joachim Schauer, and Gerhild Maier. "A Quadratic Knapsack Model for Optimizing the Media Mix of a Promotional Campaign." In Operations Research and Enterprise Systems, 251–64. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17509-6_17.

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Smith, Einar. "Promotion mit Automaten." In Carl Adam Petri, 27–36. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-40222-7_4.

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Nünning, Ansgar, and Roy Sommer. "Einleitung: Promovieren mit System und Perspektive." In Handbuch Promotion, 1–6. Stuttgart: J.B. Metzler, 2007. http://dx.doi.org/10.1007/978-3-476-05013-7_1.

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Schwarz, Eric C., and Jason D. Hunter. "Communications and the sport promotions mix." In Advanced Theory and Practice in Sport Marketing, 215–43. Third Edition. | New York : Routledge, 2018.: Routledge, 2017. http://dx.doi.org/10.4324/9781351667630-9.

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Jackson, Tim, and David Shaw. "Marketing Mix: Promotion and Marketing Communications." In Mastering Fashion Marketing, 156–203. London: Macmillan Education UK, 2009. http://dx.doi.org/10.1007/978-1-137-09271-7_6.

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George, Richard. "Designing the Tourism and Hospitality Promotions Mix." In Marketing Tourism and Hospitality, 343–68. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-64111-5_11.

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Nünning, Ansgar, and Roy Sommer. "Promovieren mit System: Was heißt »optimale Promotionsbedingungen« in den Geistes-, Sozial- und Kulturwissenschaften?" In Handbuch Promotion, 9–18. Stuttgart: J.B. Metzler, 2007. http://dx.doi.org/10.1007/978-3-476-05013-7_2.

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Gerberich, Thorsten. "Mit Motivation ist (fast) alles möglich! …auch mit dem Fachhochschulabschluss zur Promotion." In Gut beraten durch die Promotion, 181–90. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3727-8_21.

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Conference papers on the topic "Promotional mix"

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Atmadi, Gayatri. "How Can Restaurant Business Manage Promotional Mix in Facing Society 5,0?" In Procedings of the 1st ICA Regional Conference, ICA 2019, October 16-17 2019, Bali, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.16-10-2019.2304284.

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Hawari, Muhammad, and Lily Sudhartio. "Implementing Promotional Mix at an SME with the Help of Business Coaching." In Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia. EAI, 2020. http://dx.doi.org/10.4108/eai.5-8-2020.2301189.

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"The Influence of Promotional Mix on Customers Purchasing Decisions: An Exploratory Study in A Sample of Customers in Tablo Mall-Erbil." In International Conference on Accounting, Business, Economics and Politics. Ishik University, 2019. http://dx.doi.org/10.23918/icabep2019p6.

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Sya’idah, Evi Husniati, Oki Bagus Satrio, and Nanin Sugiarti. "Promotion Mix and Investment Decision." In Annual Conference on Social Sciences and Humanities. SCITEPRESS - Science and Technology Publications, 2018. http://dx.doi.org/10.5220/0007415800870089.

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Ralyk, Dinara Vladimirovna, and Vladislav Igorevich Khrushchev. "Marketing Mix of Construction Services." In International Scientific and Practical Conference. TSNS Interaktiv Plus, 2020. http://dx.doi.org/10.21661/r-541478.

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The article is devoted to the analysis of the features of marketing support for the commercial activities of an enterprise in the professional services market. The authors consider the key elements of the marketing mix for the design and installation of internal engineering networks using the example of BMT VSTM Сompany, revealing the specifics of the product, pricing policy, as well as promotion and marketing.
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Iosim, Iasmina. "MARKETING COMMUNICATIONS MIX IN THE PROMOTION OF AGRITOURISM SERVICES." In 6th SWS International Scientific Conference on Social Sciences ISCSS 2019. STEF92 Technology, 2019. http://dx.doi.org/10.5593/sws.iscss.2019.2/s04.026.

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Wahyudi, Septian. "Application Promotion Mix of Political Marketing in General Election 2014." In International Conference on Democracy, Accountability and Governance (ICODAG 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icodag-17.2017.31.

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Y. Lee, Choong. "A New Marketing Strategy For E-Commerce." In 2003 Informing Science + IT Education Conference. Informing Science Institute, 2003. http://dx.doi.org/10.28945/2622.

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The purpose of this article is to explore e-commerce issues, such as marketing and logistics problems, and create viable recommendations. The issues that e-commerce faces will be examined through the marketing mix. Exploring the ideas of product, place, price and promotion, and applying them to e-commerce problems is the main focal point of this article. It is believed that the four concepts of the marketing mix equally play a critical part in the success of e-commerce. Therefore, concentrating on these concepts will prove to be of the utmost importance as an e-commerce provider.
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Li, Xihui, Zheng Pei, and Hua Zhao. "A Linguistic Decision Model for Promotion Mix Management Based on Genetic Algorithms." In International Conference on Intelligent Systems and Knowledge Engineering 2007. Paris, France: Atlantis Press, 2007. http://dx.doi.org/10.2991/iske.2007.252.

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Santoso, A., H. Subagyo, and M. Arifin. "Effect of Promotion Mix on Insurance Product Purchase Decisions Zurich Kediri; Indonesia." In Proceedings of the International Conference on Social Science 2019 (ICSS 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icss-19.2019.26.

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Reports on the topic "Promotional mix"

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Tiefenthaler, Brigitte. Evaluierung des Netzwerks Altern. Endbericht. Technopolis Group - Austria, 2019. http://dx.doi.org/10.22163/fteval.2019.506.

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In 2015, the Federal Ministry of Education, Science and Research (BMBWF), together with the Federal Ministry of Transport, Innovation and Technology (BMVIT), the Austrian Research Promotion Agency (FFG) and other partners, founded the initiative "Strategic Networking Platforms in the Context of Major Societal Challenges", including such a platform on issues of demographic change. The BMBWF has commissioned the Austrian Platform for Interdisciplinary Ageing Issues(ÖPIA) with its implementation. The three-year BMBWF funding for the Ageing Network expired in mid-2019. Therefore, Department V/10 of the BMBWF commissioned Technopolis Group Austria to evaluate the Ageing Network. The aim of this evaluation was to form a basis for the decision on the further funding of the Network Ageing after the expiry of the current contract. To this end, we analysed and evaluated what has been achieved so far and developed recommendations for the future work of the Network Ageing. Translated with www.DeepL.com/Translator (free version)
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