Marketing
Refine
Year of publication
Document type
- Bachelor Thesis (308)
- Master's Thesis (18)
Is part of the Bibliography
- No (326)
Keywords
- Marketing (28)
- Consumer behavior (17)
- Social media (13)
- Sustainability (9)
- Willingness to pay (9)
- China (8)
- Social Media (8)
- Consumer behaviour (7)
- Neuromarketing (7)
- Social media marketing (7)
- Konsumentenverhalten (5)
- Social Media Marketing (5)
- Soziale Medien (5)
- Branding (4)
- Extremeness aversion (4)
- Generation Y (4)
- Germany (4)
- Influencer Marketing (4)
- Marketing strategy (4)
- SEO (4)
- Tourism (4)
- Automobilindustrie (3)
- B2B (3)
- Customer experience (3)
- Digitalisierung (3)
- E-commerce (3)
- Generation Z (3)
- Green marketing (3)
- Greenwashing (3)
- Influencer marketing (3)
- LinkedIn (3)
- Markenbekanntheit (3)
- Marketing Strategy (3)
- Marketingstrategie (3)
- Service (3)
- Value perception (3)
- Advertising (2)
- Affiliate marketing (2)
- Automobil (2)
- Automotive industry (2)
- B2C (2)
- Brand identity (2)
- Brand image (2)
- Brand management (2)
- Brand perception (2)
- CSR (2)
- Choice architecture (2)
- Communication (2)
- Consumer Behaviour (2)
- Consumer preferences (2)
- Consumer psychology (2)
- Content marketing (2)
- Context effect (2)
- Corporate social responsibility (2)
- Culture (2)
- Digital Marketing (2)
- Digital marketing (2)
- Digitalization (2)
- Discount (2)
- Distribution (2)
- E-Commerce (2)
- Elektromobilität (2)
- Emotions (2)
- Fashion (2)
- Fashion Industry (2)
- Fashion industry (2)
- France (2)
- Gender Marketing (2)
- Green branding (2)
- Instagram (2)
- International (2)
- Internationalisierung (2)
- Kundenzufriedenheitsanalyse (2)
- Labels (2)
- Lebensmitteleinzelhandel (2)
- Luxury goods (2)
- Market entry strategy (2)
- Marketingkonzept (2)
- Marktanalyse (2)
- Marktforschung (2)
- Millennials (2)
- Neuroscience (2)
- Online marketing (2)
- Online-Shops (2)
- Personal branding (2)
- Positionierung (2)
- Produktmanagement (2)
- Promotional framing (2)
- Purchase decision (2)
- Purchasing behavior (2)
- Quality perception (2)
- Satisfaction (2)
- Social media strategy (2)
- Strategie (2)
- Suchmaschinenoptimierung (2)
- Summer school (2)
- Sustainable consumption (2)
- Sustainable marketing (2)
- Target group (2)
- TikTok (2)
- Tourismus (2)
- Value-added services (2)
- Virtual reality (2)
- Werbung (2)
- e-Commerce (2)
- market research (2)
- neuromarketing (2)
- online marketing (2)
- 2D/3D Planning (1)
- 3D Fitting Room (1)
- AIDA-Modell (1)
- Absatz (1)
- Acceptance Evaluation (1)
- Active learning (1)
- Advanced enhanced learning (1)
- Advertising design (1)
- Advertising in cross-cultural context (1)
- Aesthetic (1)
- Affiliate reviews (1)
- Affiliate-Marketing (1)
- Affordanzen (1)
- Akustische Markenführung (1)
- Ambassify (1)
- American Fashion Brands (1)
- Analysis of variance (1)
- Anwenderwissen (1)
- Apparel industry (1)
- Artificial Intelligence (1)
- Artificial intelligence (1)
- Asia (1)
- Assortment (1)
- Attitude - Behavior Gap (1)
- Attitude-behavior gap (1)
- Audio branding (1)
- Augmented reality (1)
- Automobilhandel (1)
- Automobilmarkt (1)
- Automotive Aftermarket (1)
- Automotive Aftersales (1)
- Awareness (1)
- B-to-B Markenführung (1)
- B-to-B Marketing (1)
- B2B brands (1)
- B2B customer analysis (1)
- B2B marketing (1)
- B2B-Geschäftsmodelle (1)
- B2B-Kundenanalyse (1)
- B2B-business models (1)
- B2B-market segmentation (1)
- BOGOF (1)
- Baby-boomer generation (1)
- Backmischung (1)
- Banking sector (1)
- Bauindustrie (1)
- Behavioural economics (1)
- Bekleidungsindustrie (1)
- Best Practice Austausch (1)
- Big five inventory (1)
- Biodegradable cutlery (1)
- Biodegradable tableware (1)
- Bonus packs (1)
- Brand (1)
- Brand Building (1)
- Brand Management (1)
- Brand Positioning (1)
- Brand ambassador (1)
- Brand equity (1)
- Brand identity manifestations (1)
- Brand knowledge (1)
- Brand loyalty (1)
- Brand personality (1)
- Brand positioning (1)
- Brand positioning elements (1)
- Brand value (1)
- Branding tool (1)
- Brazil (1)
- Business Case (1)
- Business development (1)
- Business strategy (1)
- Business-to-business (1)
- Buying behavior (1)
- Buying behaviour (1)
- Buying decisions (1)
- CEO celebrity (1)
- COVID (1)
- COVID-19 (1)
- CRM (1)
- CSR-Berichterstattung (1)
- CSR-Kommunikation (1)
- Category Management (1)
- Cause-related marketing (1)
- Celebrity-endorsed advertisement (1)
- Certification labels (1)
- Channel integration (1)
- Charitable contribution (1)
- Chatbots (1)
- Choice architectures (1)
- Choice complexity e-commerce (1)
- Choice overload (1)
- Clothing industry (1)
- Co-Creation (1)
- Co2 labels (1)
- Cognitive biases (1)
- Cognitive dissonance (1)
- Cognitive processes (1)
- Collaboration (1)
- Communication chain (1)
- Community of Practices (1)
- Comparative analysis (1)
- Competitive advantage (1)
- Compromise effect (1)
- Computing Market (1)
- Consumer Ethnocentrism (1)
- Consumer Psychology (1)
- Consumer buying behaviour (1)
- Consumer consent (1)
- Consumer electronics (1)
- Consumer perception (1)
- Consumer perceptions (1)
- Consumer perspective (1)
- Consumer types (1)
- Consumption behaviour (1)
- Content optimization (1)
- Content-Strategie (1)
- Corporate Social Responsibility (CSR) (1)
- Cosmetic industry (1)
- Cosmopolitanism (1)
- Country Image (1)
- Country of Manufacture (1)
- Country of Origin (1)
- Country of origin (1)
- Credence labels (1)
- Cross Selling (1)
- Cross Selling Coordinators (1)
- Cross selling (1)
- Cross-channel retailing (1)
- Cross-cultural research (1)
- Crowdsourcing (1)
- Cultural appropriation (1)
- Cultural frameworks (1)
- Cultured meat (1)
- Customer Journey Management (1)
- Customer Loyalty Program (1)
- Customer Retention (1)
- Customer attitude (1)
- Customer attitudes (1)
- Customer behaviour (1)
- Customer churn (1)
- Customer experience mapping (1)
- Customer journey (1)
- Customer loyalty (1)
- Customer need (1)
- Customer relations and services (1)
- DTC (1)
- Dairy supply cooperatives (1)
- Data privacy (1)
- Datenschutzbedenken (1)
- Decision-making (1)
- Demographics (1)
- Destinationsmarketing (1)
- Detailing (1)
- Deutschland (1)
- Diabetes segment (1)
- Diagnostika-Industrie (1)
- Digital Age (1)
- Digital platforms (1)
- Digital scent technology (1)
- Digital storytelling (1)
- Digital technology (1)
- Digitale Medien (1)
- Digitale interne Kommunikation (1)
- Digitales Marketing (1)
- Digitization (1)
- Direct to consumer D2C (1)
- Display rules (1)
- Distributor Management (1)
- Diversity (1)
- Diversität (1)
- Druckveredelungen (1)
- Drug advertising (1)
- Drugstores (1)
- Dun Laoghaire (1)
- Dynamic Pricing (1)
- Dynamic pricing (1)
- E-Business (1)
- E-Learning (1)
- E-Shop (1)
- E-learning (1)
- Earthbag, Umwelt (1)
- Eastern European (1)
- Ecolabel (1)
- Einflussfaktoren (1)
- Einkaufserlebnis (1)
- Electric vehicles (1)
- Emotional branding (1)
- Emotional systems (1)
- Empirische Auswertung (1)
- Empirische Forschung (1)
- Employee advocacy (1)
- Employer branding (1)
- Endoskopische Sichtprüfung (1)
- Endowment effect (1)
- Entropy (1)
- Environmental awareness (1)
- Environmental marketing (1)
- Environmentally friendly behavior (1)
- Erlebnis (1)
- Ethical branding (1)
- Ethical consumption (1)
- Ethical labels (1)
- Eventmanagement (1)
- Expectations (1)
- Experience (1)
- Experiential retailing (1)
- Experteninterview (1)
- Exponat (1)
- Export (1)
- FCMG (1)
- FIFA-Weltmeisterschaft 2014 (1)
- FINTECH (1)
- Fair trade (1)
- Fair-trade (1)
- Fashion Marketing (1)
- Fashion products (1)
- Festival (1)
- Finanzbranche (1)
- Fintech (1)
- Fitnessbranche (1)
- Fitnessstudio (1)
- Five factor model (1)
- Fleet management (1)
- Food & beverages (1)
- Food and drinks industry (1)
- Food buying (1)
- Food delivery industry (1)
- Food eco-innovations (1)
- Food labelling (1)
- Food naturalness (1)
- Food retail (1)
- Food retail market (1)
- Food retailing industry (1)
- Framing (1)
- Franchise success factors (1)
- Frau Werbung (1)
- Free offer (1)
- Fremdsprachenerwerb (1)
- Frugal innovation (1)
- Frugality (1)
- Fruits and vegetables (1)
- Future philanthropist (1)
- Gamification (1)
- Gaming (1)
- Gaming industry (1)
- Gender marketing (1)
- Gender-Marketing (1)
- Gendermarketing (1)
- Generalist nursing education (1)
- Generation impact (1)
- German magazine market (1)
- German millennials (1)
- Geschlechterunterschiede (1)
- Geschäftsmodell (1)
- Gesundheit (1)
- Gesundheitsmarketing (1)
- Gesundheitswesen (1)
- Gesundheitswissenschaften (1)
- Gewährleistungsabwicklung (1)
- Glaubwürdigkeit (1)
- Global marketing (1)
- Gluten (1)
- Google (1)
- Green Marketing (1)
- Green attitude-behavior gap (1)
- Green buying behavior (1)
- Green consumerism (1)
- Grocery delivery service (1)
- HFU Business School (1)
- HFU-Summer School (1)
- HR (1)
- Halal Food (1)
- Health care practitioner (1)
- High-quality (1)
- Hochschulmarketing (1)
- Holiday destinations (1)
- Hotel industry (1)
- Händlerzufriedenheit (1)
- Impulse Buying (1)
- In-store (1)
- In-store technology (1)
- Inbound Marketing (1)
- Independent studios (1)
- Indien (1)
- Industrie 4.0 (1)
- Industry 4.0 (1)
- Influence Marketing (1)
- Information load (1)
- Information technology (1)
- Information-format compatibility (1)
- Informationssuche (1)
- Innovation (1)
- Innovationen (1)
- Intercultural Differences (1)
- Intercultural studies (1)
- Internal reference price (1)
- International Management (1)
- International market selection (1)
- International marketing strategy (1)
- Interne Kommunikation (1)
- Interne Unternehmenskommunikation (1)
- Internetauftritt (1)
- Investitionsgütermarketing (1)
- Japan advertising (1)
- KMU (1)
- Kaufverhalten (1)
- Kerrygold (1)
- Key success factors (KSFs) (1)
- Keywords (1)
- Kinder (1)
- Knowlegde management (1)
- Kollaborationsplattform (1)
- Kommunikation (1)
- Kommunikationspolitik (1)
- Konsumverhalten (1)
- Konzeptionierung (1)
- Kooperation (1)
- Kraftfahrzeugindustrie (1)
- Krisenmanagement (1)
- Kulturelle Zugehörigkeit (1)
- Kunden (1)
- Kundengewinnung (1)
- Kundenkommunikation (1)
- Kundenmehrwert (1)
- Kundensicht (1)
- Kundenzufriedenheit (1)
- Kurzvideo (1)
- Körperpflegemarkt (1)
- Künstliche Intelligenz KI (1)
- Learning methods (1)
- Lebensmittel (1)
- Life insurance (1)
- Limbic® (1)
- LinkedIn strategy development process (1)
- Live-Kommunikation (1)
- Location planning (1)
- Logistics (1)
- Low-involvement products (1)
- Loyalty (1)
- Luxury (1)
- Luxury brand (1)
- Luxury goods industry (1)
- Luxury watches (1)
- Luxusgüter (1)
- Luxusmarken (1)
- Managing Expectations (1)
- Marke (1)
- Markenimage (1)
- Markentreue (1)
- Market Entry Modes (1)
- Market Research (1)
- Market Segmentation (1)
- Market analysis (1)
- Market attractiveness (1)
- Market development (1)
- Market expansion (1)
- Market launch (1)
- Marketing 3.0 (1)
- Marketing Geschlecht (1)
- Marketing Goals (1)
- Marketing KI (1)
- Marketing Strategie (1)
- Marketing communication (1)
- Marketing mix (1)
- Marketing plan (1)
- Marketing sports (1)
- Marketing strategie (1)
- Marketing strategies (1)
- Marketing- Mix (1)
- Marketing-Strategien (1)
- Marketingindustrie (1)
- Marketingplan (1)
- Markt- und Wettbewerbsanalyse (1)
- Markteinführung (1)
- Markteintrittsstrategie (1)
- Marktsekmentierung (1)
- Match-up Hypothesis (1)
- Measurement (1)
- Meat substitutes (1)
- Mechanical engineering industry (1)
- Medical industry (1)
- Medical textile products (1)
- Medication (1)
- Medizintechnikmarkt (1)
- Membership (1)
- Mental disorder (1)
- Messe (1)
- Messe Kommunikation (1)
- Messen (1)
- Messewesen (1)
- Mobile (1)
- Mobile Services (1)
- Mobile commerce (1)
- Mode (1)
- Montageanleitungen (1)
- Motor-Feedback-Systeme (1)
- Motorcycles (1)
- Multi-Channel-Handel (1)
- Multichannel (1)
- Multinational (1)
- Multinational company (1)
- Multisensorik (1)
- Multisensualität (1)
- Music festivals (1)
- Music industry (1)
- Musikindustrie (1)
- NGO trust (1)
- Nachhaltigkeit (1)
- Nachhaltigkeitskommunikation (1)
- Nation Equity (1)
- Natural cosmetics (1)
- Netzwerk Marketing (1)
- Neukundenakquise (1)
- Neukundenakquise B2B (1)
- Neuromerchandising (1)
- Neuropricing (1)
- New product development (1)
- Nonprofit Organizations (1)
- Nonprofit Unternehmen (1)
- Nonprofit organizations (1)
- Nonprofit-Organisationen (1)
- Nudging (1)
- ONLINE Marketing (1)
- OTC segment (1)
- Offline vs online channels (1)
- Olfaction (1)
- Online Handel (1)
- Online Impulse Buying Behaviour (1)
- Online Marketing (1)
- Online Marketing Channel Analysis (1)
- Online Marketing Channels (1)
- Online Shops (1)
- Online advertising (1)
- Online banking (1)
- Online business (1)
- Online grocery shopping (1)
- Online reviews (1)
- Online shopping (1)
- Online-Handel (1)
- Online-Kommunikation (1)
- Online-Marketing (1)
- Online-Pure-Player (1)
- Onlinemarketing (1)
- Onlineshop (1)
- Onlinewerbung (1)
- Onpage (1)
- Organic farming (1)
- Organic food market (1)
- PEST Analysis (1)
- POS layout (1)
- Packaging (1)
- Packaging design (1)
- Perceived product value (1)
- Personal (1)
- Personal marketing strategy (1)
- Personalisierung (1)
- Personality (1)
- Peruvian Agroindustry (1)
- Pharma (1)
- Pharmaceutical Industry (1)
- Pharmaceutical industry (1)
- Pharmaceutical sales representative (1)
- Physician marketing (1)
- Platform economy (1)
- Podcast (1)
- Point of Sale (1)
- Point of Service (1)
- Porter five forces (1)
- Positioning (1)
- Power systems (1)
- Powered two-wheelers (1)
- Preispsychologie (1)
- Preispsychologische Effekte (1)
- Price perceptions (1)
- Price promotion (1)
- Price psychology (1)
- Pricing (1)
- Print Media (1)
- Print media (1)
- Printmarketing (1)
- Privacy concerns (1)
- Product design (1)
- Product launch (1)
- Product placement (1)
- Product value (1)
- Produktgestaltung (1)
- Produktlösungen (1)
- Produktmarketing (1)
- Programmatic (1)
- Promotion (1)
- Promotional effect (1)
- Prozessanalyse (1)
- Prozesse (1)
- Public health (1)
- Purchase Intention (1)
- Purchase intentions (1)
- Purpose-Driven marketing (1)
- Quality perceptions (1)
- Quality-labels (1)
- RETAIL BANKING (1)
- Reaction times (1)
- Recruiting (1)
- Recycling (1)
- Regenwassernutzung (1)
- Regional Marketing (1)
- Reiseveranstaltermanagement (1)
- Reitsportbranche (1)
- Reiz (1)
- Relaunch (1)
- Retail Industry (1)
- Retailer format (1)
- Retailers (1)
- Retouren (1)
- Retro-Games (1)
- Revenue Maximization (1)
- Reward schedule (1)
- Risikomanagement (1)
- Role portrayals (1)
- Russland (1)
- SEA (1)
- SERVQUAL (1)
- SMEs (1)
- SWOT Analysis (1)
- Sales (1)
- Sales Channel Management (1)
- Sales Concepts (1)
- Sales and marketing alignment (1)
- Sales promotion (1)
- Sales strategies (1)
- Scentography (1)
- Schiesser AG (1)
- Schweiz (1)
- Search Engine Optimisation (1)
- Search engine (1)
- Search engine optimization (1)
- Second screen marketing (1)
- Selbsttests (1)
- Self-Assessment Manikin (1)
- Self-marketing (1)
- Self-promotion (1)
- Selling price (1)
- Sense of Belonging (1)
- Sensor app marketing (1)
- Sensory Marketing (1)
- Sexism (1)
- Sexism advertising (1)
- Sexismus (1)
- Shared service center (1)
- Shopper Marketing (1)
- Shopping experience (1)
- Showpad (1)
- Sinne (1)
- Situation-Analysis (1)
- Small-business marketing (1)
- Smart service (1)
- Smell (1)
- Social Commerce (1)
- Social Media Werbung (1)
- Social media campaign (1)
- Social networking sites (1)
- Social networks (1)
- Social selling (1)
- Sound branding (1)
- Source Credibility Model (1)
- Spanische Website (1)
- Spatial choice architecture (1)
- Spatial middle option (1)
- Spatial/numerical middle (1)
- Spending behavior (1)
- Spielkonsolen (1)
- Spine (1)
- Sponsoring (1)
- Sporting Goods Retail (1)
- Sportmarketing (1)
- Sports Celebrity Endorsement (1)
- Sports brands (1)
- Sprachassistenten (1)
- Sprachlernapplikation (1)
- Stakeholder-Vertrauen (1)
- Standardisation vs. adaptation (1)
- Stationärer Einzelhandel (1)
- Stationärer Handel (1)
- Stereotypisierung (1)
- Store Atmosphere (1)
- Storytelling (1)
- Storytelling advertising (1)
- Strategic Marketing (1)
- Strategic social media (1)
- Strategische Planung (1)
- Strategisches Marketingkonzept (1)
- Strategy (1)
- Street Child Deutschland (1)
- Stress (1)
- Strukturgleichungsmodell (1)
- Substitutionsmesse (1)
- Suchmaschinen (1)
- Suchmaschinen-Optimierung (1)
- Suchmaschinenmarketing (1)
- Superfoods (1)
- Supermarkt (1)
- Surge pricing (1)
- Survey (1)
- Sustainability marketing (1)
- Sustainable fashion (1)
- Sustainable mobility (1)
- Switching barrier (1)
- Südafrika (1)
- Target-Analysis (1)
- Team (1)
- Tech industry (1)
- Technical communication (1)
- Technology Acceptance Model (1)
- Telefonische Kaltakquise (1)
- Terrorismus (1)
- Thai consumers (1)
- Too-much-choice-effect (1)
- Total Hip Arthroplasty (1)
- Touch points (1)
- Tourismusbranche (1)
- Trade fair (1)
- Trade show performance (1)
- Trade show success (1)
- Trademarketing (1)
- Traditionelle Conjoint-Analyse (1)
- Travel agency (1)
- Travel market (1)
- U.S. customers (1)
- UX design (1)
- Umweltbranche (1)
- Unternehmenskommunikation (1)
- User experience (1)
- Verbraucher (1)
- Verbraucherverhalten (1)
- Vermarktung (1)
- Vermarktungsstrategie (1)
- Vertrieb (1)
- Vertriebsstrategie (1)
- Video banking (1)
- Video marketing (1)
- Viewership (1)
- Viral Advertising (1)
- Viral marketing (1)
- Virtuelle Anprobe (1)
- Virtuelle Messe (1)
- Virtuelle Realität (1)
- Virtueller Markt (1)
- Visual Merchandising (1)
- Visual and verbal information (1)
- Vliestapete (1)
- Wachstumsphase (1)
- War for Talents and Customers (1)
- Waschmittelmarkt (1)
- Water sports (1)
- Web-based training (1)
- Website visibility (1)
- Websites (1)
- Wedding in Bali (1)
- Weintourismus (1)
- Werbebotschafter (1)
- Werkstatt (1)
- Wettbewerb (1)
- Wine consumer behaviour (1)
- Wine industry (1)
- Wine marketing (1)
- Winter School (1)
- Wissensmanagement (1)
- Workplace (1)
- Workshops (1)
- YouTube (1)
- Zielgruppenorientiertes Marketing (1)
- Zöliakie (1)
- automotive industry (1)
- automotive trade (1)
- battery-electric commercial vehicle (1)
- brain imaging (1)
- brand loyalty (1)
- business model (1)
- communication strategies (1)
- consumer behaviour (1)
- consumer neuroscience, (1)
- country image and consumer behaviour (1)
- destination (1)
- e-commerce (1)
- e-food (1)
- eCommerce (1)
- eSports (1)
- eWOM (1)
- ethics (1)
- fMRI (1)
- face-to-face interaction (1)
- gender differences (1)
- gender marketing (1)
- information search (1)
- innovations (1)
- internationale Markenführung (1)
- internet (1)
- luxury brands (1)
- marketing (1)
- marketing ethik (1)
- marketing kinder (1)
- marketing mix (1)
- media usage (1)
- modern online marketing platforms (1)
- online marketing strategies (1)
- online marketing tools (1)
- organisches Marketing (1)
- place identity (1)
- place making (1)
- place/city branding (1)
- product introduction (1)
- robotic assisted surgery (1)
- sense of place (1)
- smartphones (1)
- successful implementation (1)
- techniques (1)
- whisky (1)
Course of studies
Hubert Burda Media ist ein international agierendes Medienunternehmen, das unter anderem in den Segmenten Woman, Luxury Lifestyle, Living und Food aktiv ist. Das Unternehmen befindet sich auf Expansionskurs und ist dabei bestrebt, neben dem Ausbau weiterer Geschäftsfelder (z.B. Digital), sein Wachstumspotenzial durch Internationalisierungsaktivitäten bestehender Zeitschriftentitel in anderen Märkten auszuschöpfen.
Die Koch- und Genusszeitschrift SAVEURS wird vom Burda Verlag Editions Hubert Burda Media in Paris publiziert und wurde bereits in Russland und Deutschland lanciert. Nach der Einführung der Zeitschrift auf anderen Märkten außerhalb des Heimatmarktes, soll das Potential für eine erfolgreiche Einführung auf dem brasilianischen Markt untersucht werden.
This paper elaborates the effectiveness of marketing channels for startups in all stages of their startup lifecycle. The focus here is put on startups operating in the German market. In general, nine out of 10 businesses fail within their first three years of operations. Even though there seem to exist numerous “how-to” guides and advices on how to run a startup, there are none giving a reasonable answer on customer acquisition strategies and on the effectiveness of channels startups may consider for their survival. Finding out common best practices for marketing should prevent the high failure rate that the market for startups undergoes. By investigating latest research findings and conducting expert interviews, this paper recommends best practices for a successful customer acquisition strategy and shows valuable insights based on an analysis of real startup cases. The results of the analyses reveal that a successful customer acquisition strategy does not depend on one marketing channel but rather on an interaction between all marketing channels providing overall consistency in communication. Furthermore, the stage of the startup is of utmost importance as the focus on different channels changes depending on its stage. This paper should not serve as a guide but rather as an inspiration for future marketing strategies considered by startups in their early stage.
This thesis is based upon an interest in the field of neuromarketing and a desire to depict which is the most advisable strategy to implement in a situation, where there is a potential introduction of a methodology coming from that field in a new / foreign market. Special emphasis is put on the market entry strategy (modes of entry and marketing strategy).
At the beginning of the thesis, there is a brief inspection of the neuromarketing field according to the nowadays situation that lead to the creation of a methodology, which is called neuromerchandising®. This methodology is the competitive advantage of a German consultant company called neuromerchandisinggroup GmbH&Co.KG. With this patented methodology, this consultant company provides strategic solutions to numerous companies mainly in the field of retail.
The main purpose of the thesis is to define which are the decisions to be made while introducing this methodology to a foreign country and in particular to Greece, in order to improve the Greek retail situation.
This thesis provides an analysis of the tools necessary to speculate whether Greece is the appropriate country to introduce this methodology. After this analysis, the thesis provides solutions of the potential market entry strategy putting emphasis on the marketing strategy of introducing this methodology.
Internal documentation of this company, market reports and analyses are used to provide a professional framework of the dynamic capabilities in the venture of introducing this methodology to Greece.
Problem: The thesis is about Marketing options for Sharklet retrofit at Airbus. Sharklets are wingtip devices which cut down on aerodynamic drag by reducing the vortices that are formed at the wingtips of any aircraft during flight.1 Airbus is looking for new Marketing options to increase sales of Sharklets. Market research findings from various fields will be highlighted and the relevance for Sharklet retrofit will be reviewed. The leading question during the thesis will be: How should Airbus continue to market Sharklets?
Purpose: The purpose of the thesis is to describe which Sales and Marketing strategy Airbus uses at the moment and to find out where the weak points of the actual strategy are. Furthermore it will be analyzed what the actual brand image and brand communication of Airbus Sharklets is and whether it is in line with the desired brand identity. The thesis evaluates in which way Branding, Neuromarketing and Customer Journey Mapping can contribute to a better Marketing and Sales strategy.
Conclusion: Airbus should continue to market Sharklets by starting with a Customer Journey Map and figuring out what the customer is really looking for and how Airbus can react to the customers’ expectations. Sharklets should be marketed as wingtip devices that are environmentally friendly, fuel-saving and modern by guaranteeing that the Marketing material is consistent. Sharklets should be marketed not only on a rational basis. Emotional Marketing can be used to improve the brand image and the customer’s associations with the product. A mix of rational and emotional Marketing would be the best for Airbus to try how the customer reacts to emotional Marketing first. Last but not least Airbus should use the opportunity to better inform passengers about Sharklets and to provide input for In-flight-magazines to position the company itself and the customer as environmentally friendly and modern.
Fast Fashion industry is a great example of a market with similar products and similar target groups of customers where marketing plays a key role in the competition for market share. In the era of Web 2.0. and Social Media boom businesses are facing a rise in customers’ forces and its pressure by influencing corporate communications and marketing campaigns. Ordinary people turn to influentials who reach broad consumer audiences and often have an impact on the decision-making-processes. In this way, brands are less protected by PR and advertising tools, as well as more vulnerable. Therefore, understanding the current communication environment and in particular how, when, where and who interferes with corporate image is important from managerial point of view and what strategy to be deployed. For these reasons, the thesis focuses on multichannel marketing in order to provide an understanding of how businesses have been connecting to
people and then it continues with exploration of social media and the blogosphere as ways consumers have been complicating and influencing channels. In the end, it has been concluded that Social Media and the phenomenon of Blogosphere has led to the appearance of new self-made opinion leaders who tend to influence consumer behavior and respectively company’s reputation and brands’ image. On the other hand, it has been observed this can be positive for businesses since it provides relatively useful market information which could be helpful for marketing and communications managers by enabling them to observe their target groups in a more efficient ways. In the pursue of findings, the thesis includes primary research with two interviews with a bloggers and a fashion brand affiliate person, and secondary research covering literature review on relevant topics.
The aim of this research is to analysis the economics situations in China, especially in Tianjin TEDA and Shanghai those two special economic areas in China, to see what kind of opportunities they may bring to the mid-size European companies which would like to have business in these two regions, and also to see what kind of disadvantages that are not befit for having business in those two areas. The research has analysis the economic situations in China to show the overall national economic status and situations in the in the recent years.
Tianjin and Shanghai are different with each other in the economic style; some statistics has shown the differences of economic characteristics in Tianjin and Shanghai. Companies in different industry areas have been classified both in Tianjin and Shanghai.
Die nachfolgende Arbeit befasst sich mit der Ausarbeitung eines Marketingkonzeptes für das Start-up Unternehmen THE EARTHBAG, mit Ausrichtung auf den deutschen Markt.
Die Bedeutung der Arbeit liegt in der Etablierung des jungen Unternehmens auf dem deutschen Markt sowie in der Steigerung des Verkaufs. Um diese Ziele zu erreichen, wird das Unternehmen in einer internen Situationsanalyse und dessen Konkurrenten in einer externen Marktanalyse untersucht. Weitere Informationen werden im Rahmen einer Online-Umfrage gesammelt. Anschließend wird eine Marketingstrategie anhand aller ausgewerteten Ergebnisse abgeleitet, welche mit Hilfe konkreter Maßnahmen imple-mentiert werden soll. Ein Mangel an Markterfahrung sowie eine finanzielle Einschränkung stellen Herausforderungen für diese Arbeit dar. Dennoch wird mit entsprechender Fachliteratur zum Thema Marketing sowie internen Informationen von THE EARTHBAG ein Marketingkonzept erarbeitet.
Modern online marketing strategies, techniques and problems - based on product ''Weddings in Bali''
(2015)
The purpose of this Bachelor-Thesis is to analyze the current situation of the company The Seven Agency in regards to the efficiency of currently used online marketing
channels to promote the website www.baliwedding.org in the international market. The conclusions were made based on results of a questionnaire which has been sent to
current and former clients of the company. Another part of this work contains research about how the company can achieve optimal results with using appropriate channels.
Both, the results of the Situation- and Target-Analysis have been compared to each other and were completed with a summary of the effectively and not effectively used
channels and a recommendation based on secondary data and literature study in order to achieve targeted results has been given.
The Bachelor-Thesis has been written in cooperation with The Seven Agency, located in Bali, Indonesia.
The aim of this thesis is to identify and investigate the meaning of customers’ expectations in the IT-industry explained by the example of introducing a new product and to develop a strategy how expectations can be managed in the IT-industry.
The first part of the thesis deals with the reasons and the general framework for the research and defines objectives and scope of the thesis.
In the second part, results of the literature and theories about expectations are presented. These show what previous research has found out and give an overview about different types of expectations and corresponding effects. The flowing part constitutes the case study as research instrument and how it can be used to generate results. With the help of a case study of a specific example of the IT-industry the meaning of expectations regarding new products will be highlighted. Additionally, it gives_a basis to develop a strategy to manage expectations in the IT-industry.
Afterwards the results of the literature review and the case study are combined into a usable strategy to manage expectations of new products in the IT-industry. The thesis illustrates the necessary steps of the strategy and gives an assessment of the results.
In conclusion, the thesis argues that expectation management is an essential step of influencing innovation to optimize business and gives instruction to identify, manage and influence customer’s expectations. Besides, this thesis addresses industries which are faced with the challenge of expectation management and offers an initial research about expectation management in the IT-industry. Furthermore, this thesis intends to provide a basic research to show the importance of expectation management and inspire following research.
The investments’ dynamics in the Fintech industry represent a great opportunity for many Fintech entrepreneurs that use technology to drive down operating cost and build products that match the digital needs of the millennial customers.
They challenge the status quo of the existing players in the industry, but it is a bigger challenge for the new entrants in to acquire customers and compete for a
market share because of the high acquisition cost and lack of historical data for optimization.
This thesis seeks to explore the digital channels used for customer acquisition and to make an analysis about the cost of the channels, targeting capabilities,
effectiveness and the effort required to set up and optimize the digital channels.
This paper also seeks to improve our current understanding of which factors influence the acceptance of fintech technology, are relevant to consider in the
context of the fintech industry, using TAM as the theoretical foundation and internet banking technology as the closest example of fintech products.