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Inbound marketing och dess roll i att få lojala kunder: En kvalitativ studie ur ett märkesinnehavarperspektiv
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med denna studie är att få en ökad förståelse för inbound marketing i ett

business-to-business kontext och beskriva vilken roll strategin har i att få lojala kunder.

Studien utgår från en kvalitativ metod, fallstudieansats där tre företag studerats och

intervjuats. Resultatet från studien visar att inbound marketing kan ge lojala kunder om det

görs på rätt sätt. Verktygen som strategin tillhandahåller kan skapa värde i företagets

kundrelationer samt att de faktorer som gör en kund lojal uppfylls om verktygen i strategin

tillämpas på rätt sätt. Denna studie har examinerats av Thomas Helgesson.

Abstract [en]

The aim with this study is to increase the understanding of inbound marketing in a

business-to-business context and to describe the role the strategy has to provide loyal

customers. This study was constructed by a qualitative method where three companies were

studied and interviewed. The result of the study shows that companies that use inbound

marketing increase their chances of retaining more loyal customers. The tools provided by the

strategy can create valuable customer relationships. Further the tools in inbound marketing

give the opportunity to fulfill the factors that makes a customer loyal, if the strategy is

applied in the right way. This study has been examined by Thomas Helgesson.

Place, publisher, year, edition, pages
2017. , p. 43
Keywords [en]
inbound marketing, content, customer relationships, customer loyalty
Keywords [sv]
inbound marketing, innehåll, kundrelationer, kundlojalitet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-34623OAI: oai:DiVA.org:hh-34623DiVA, id: diva2:1127739
Subject / course
International Marketing
Supervisors
Examiners
Available from: 2017-07-19 Created: 2017-07-18 Last updated: 2017-07-19Bibliographically approved

Open Access in DiVA

fulltext(959 kB)59 downloads
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02e7ed585d5d98c9e62668bc97a93283d36476f5bfb6a9157ea3a5cb82c369e9084cba103a5df56b61f537053fbb9b972715e5473106aabb2dec57c6d5598015
Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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