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Marketing Transformation: A qualitative study on how companies should cope with an empowered customer in the digital era
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With the change in behaviour from the customers’ side, due to the increased use of digital environments, marketers have seen a value in customer related data. In order to fully benefit from the data, many marketing efforts have been brought back in to the own organisation. This study aims to further explain how the marketing department have been affected by the changing in-house trend and give practical suggestions on how to cope with the challenges. Previous research in the area has been reviewed and a summary has been conducted. The data collection consisted of semi-structured interviews with marketers from various industries. Respondents with insightful information in the modern marketing department was interviewed and the findings later analysed. The analysis was conducted with support of categories established from the findings in the literature review. The study resulted in a confirmation of the in-house trend in modern marketing departments and the challenges facing them. The findings of the study have contributed to previous literature by confirming and adding insights in a field where most research is made by trade organisations. An independent academic study in the field could be seen as an important addition to the existing literature in the area. For marketers in the area, a greater understanding of the problem will help make the marketing efforts more effective. Key findings include the importance in understanding the customer and what is required in order to make best use of the in-house marketing department.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Marketing competencies, In-house marketing, Customer insight, Marketing capability gap, Inbound marketing
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:ltu:diva-75496OAI: oai:DiVA.org:ltu-75496DiVA, id: diva2:1342397
Educational program
Industrial and Management Engineering, master's level
Supervisors
Examiners
Available from: 2019-08-15 Created: 2019-08-13 Last updated: 2019-08-15Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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