Inovatīvais mārketings transporta un sakaru pakalpojumu jomā Latvijā (2007)
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Latvijas Universitāte
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Abstract
Bakalaura darbā ar nosaukumu „Inovatīvais mārketings transporta un sakaru pakalpojumu jomā Latvijā (2007)” ir aplūkotas modernā mārketinga perspektīvas Latvijas lielākajās nozarēs un inovācijas mārketinga jomā Latvijā. Kā galvenais problēmjautājums tiek izvirzīts inovatīvā mārketinga jeb BTL prakse uz tradicionālās reklāmas fona 2007.gadā.
Teorētiskajā daļā autore ir iepazinusies ar Filipa Kotlera tradicionālā mārketinga teoriju, kuras centrā ir patērētāja vērtību radīšana. Bez tā, autore ir aplūkojusi notikumu mārketinga, mutvārdu komunikācijas un zīmola efektivitātes teorijas, kas runā par mūsdienu reklāmas ietekmi uz patērētāju. Metodoloģijai autore ir izmantojusi kvantitatīvo satura analīzi un padziļinātās intervijas ar speciālistiem reklāmas un mārketinga jomā. Pētījuma mērķis ir izpētīt reklāmas aktivitātes transporta un sakaru pakalpojumu nozarē un noskaidrot, kādu vietu tajā ieņemt inovatīvais mārketings.
Pētījuma rezultāti tika izmantoti apkopotā veidā un autore ir izdarījusi pētījuma secinājumus.
Atslēgvārdi: BTL aktivitātes, D. Burstins, inovatīvais mārketings, pseidonotikums, mutvārdu komunikācija, F.Kotlers
Bachelor paper with title „Offbeat marketing in the area of transport and communication service in Latvia (2007)” has considered the advanced marketing in biggest spheres of Latvia and innovations in the advertising and marketing industry. As essential issue author has raised a practice of offbeat marketing (Below-the-Line) on the background of traditional advertising in 2007. In academic part author has dealt a theory of traditional marketing by Philip Kotler, what has built on a creating customer value. Moreover, the author has deal with event marketing, Word-of-Mouth and brand equity, what tell about influence on the customers of contemporary advertising. In methodology has used quantitative content analysis and in-depth interviews with experts in the advertising and marketing industry. The aim of research is to look into advertising activities in the area of transport and communication service and get to know, what place there takes the offbeat marketing. The author has used search results in summarized way and has made research summary. Keywords: Below-the-Line, D.Boorstin, offbeat marketing, pseudo-event, Word-of-Mouth, P.Kotler
Bachelor paper with title „Offbeat marketing in the area of transport and communication service in Latvia (2007)” has considered the advanced marketing in biggest spheres of Latvia and innovations in the advertising and marketing industry. As essential issue author has raised a practice of offbeat marketing (Below-the-Line) on the background of traditional advertising in 2007. In academic part author has dealt a theory of traditional marketing by Philip Kotler, what has built on a creating customer value. Moreover, the author has deal with event marketing, Word-of-Mouth and brand equity, what tell about influence on the customers of contemporary advertising. In methodology has used quantitative content analysis and in-depth interviews with experts in the advertising and marketing industry. The aim of research is to look into advertising activities in the area of transport and communication service and get to know, what place there takes the offbeat marketing. The author has used search results in summarized way and has made research summary. Keywords: Below-the-Line, D.Boorstin, offbeat marketing, pseudo-event, Word-of-Mouth, P.Kotler