Developing a product group marketing communication in b2b context
Rönnqvist, Outi (2021)
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021092117948
https://urn.fi/URN:NBN:fi:amk-2021092117948
Tiivistelmä
The thesis aims to develop a key products marketing communication towards more customer centric and interactive direction from important business-to-business stakeholder perspective. A crucial part of it is the research conducted within the target group. At the starting point the presumption is that it is important also to understand how the enhanced focus on environmental, social and governance aspects is perceived to be communicated currently by the key b2b stakeholders in question and how the marketing communication of these products could be developed further to better meet stakeholders’ needs.
Sustainability has during the last couple of decades become a more and more relevant theme and the demand for products integrating environmental, social and governance matters has increased significantly. At the same time both customers and sales people are living in a fast paced digital reality where more information and channels are available than ever before. In this abundancy of information, marketing communication is striving to find the best messages and channels to support and enable professional salesforce to reach relevant customers.
The thesis is focusing on marketing communication and process development from strategic and communication management perspective in addition to key stakeholder perception of both. Consequently, it’s framework has elements from various fields in communication and marketing. Communication is discussed from the concept, organizational, strategic, management and sustainability perspectives. The framework also discusses the theme from marketing, relationship management and interaction in a business-to-business context.
Sustainability has during the last couple of decades become a more and more relevant theme and the demand for products integrating environmental, social and governance matters has increased significantly. At the same time both customers and sales people are living in a fast paced digital reality where more information and channels are available than ever before. In this abundancy of information, marketing communication is striving to find the best messages and channels to support and enable professional salesforce to reach relevant customers.
The thesis is focusing on marketing communication and process development from strategic and communication management perspective in addition to key stakeholder perception of both. Consequently, it’s framework has elements from various fields in communication and marketing. Communication is discussed from the concept, organizational, strategic, management and sustainability perspectives. The framework also discusses the theme from marketing, relationship management and interaction in a business-to-business context.