Konsten att nå en specifik målgrupp : En kvalitativ fallstudie om marknadsföring ochkommunikationskanaler inom business-to-business företag.

• Main Author: Eneroth, Sara
• Format: Others
• Language: Swedish
• Published: Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap 2018
• Subjects: Qualitative case study; interviews; communication channels; Social Media; marketing; target; Media and Communications; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-64874

This study aims to investigate how business-to-business companies communicate with their target audience and how they most conveniently use communication channels. The study is based on a qualitatively oriented case study and the empirical material consists of six interviews. The respondents are from a selected business target group and they all work with car care. The empirical study is analyzed based on the theories of Use and gratification, and Karl Weick's theories of meaning creation and business-to-business as a marketing strategy. The purpose of the study has been formed in cooperation with an external company, but also based on existing knowledge needs in the field of research. The study results indicate that marketing communication today is becoming more and more digital and that more companies communicate through social media and on the internet. Further results show how different needs affect the individual's media usage and choice of communication channels.