Change search
CiteExportLink to record
Permanent link

Direct link
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
  • text
  • asciidoc
  • rtf
The significance of participation as a marketing tool
Gotland University, Institutionen för humaniora och samhällsvetenskap.
Gotland University, Institutionen för humaniora och samhällsvetenskap.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to describe and analyze the process of creating of the marketing mix model as well as to investigate whether the participation can be a possible new concept for this model. The empirical material is based on eight interviews conducted on Gotland with the companies that have contributed with their views on the issue. The respondents were selected due to their background in the professional marketing field. The method is qualitative and is based on semi-structured interviews. The conclusions of the research demonstrate that the concept participation could be ranked as the most important concept in comparison to the four concepts of the marketing mix model. The authors consider the most interesting suggestion for the future studies to be the investigating whether the concept Participation can be considered to be the fifth P in the traditional marketing mix model.

Place, publisher, year, edition, pages
2010. , p. 45
Keywords [en]
history marketing mix model, interaction, participation, marketing tool
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hgo:diva-548OAI: oai:DiVA.org:hgo-548DiVA, id: diva2:324930
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-06-17 Created: 2010-06-16 Last updated: 2013-07-01Bibliographically approved

Open Access in DiVA

fulltext(849 kB)499 downloads
File information
File name FULLTEXT01.pdfFile size 849 kBChecksum SHA-512
7a1b828fde52f14939fe2b0431b18eea80741afb452e1da32a8039a90164dfa38bd6061a191f4a1e9b364d2f52b3793e5b33a2966bd6d1fd52c3fefa50c1d4b8
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Ohrelius, Josephine
By organisation
Institutionen för humaniora och samhällsvetenskap
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 499 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 865 hits
CiteExportLink to record
Permanent link

Direct link
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
  • text
  • asciidoc
  • rtf