A Comparative Study of Traditional Marketing and Doing More with Less : The Case of Four Swedish Firms

A Comparative Study of Traditional Marketing and Doing More with Less : The Case of Four Swedish Firms

Background Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attrac...

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Bibliographic Details
Main Authors: Einarsson, Per, Ahlberg, Kristin
Format: Others
Language:English
Published: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management) 2008
Subjects:
Marketing
public relations
brand management
product placement
event marketing
packaging
unique selling propositions
traditional marketing
Business studies
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1345

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1345

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