Marketing communication in Finnish industrial companies

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dc.contributor.author Vuorio, Mikko
dc.date.accessioned 2010-08-12T14:25:57Z
dc.date.available 2010-08-12T14:25:57Z
dc.date.issued 2010
dc.identifier.uri http://urn.fi/URN:NBN:fi:jyu-201008122458 en
dc.identifier.uri http://hdl.handle.net/123456789/24852
dc.description.abstract Marketing communication has a significant role for profitable businesses in industrial markets, and its role is only expected to rise in the future. Especially, integrated marketing communication (IMC) and customer-oriented approach are universally regarded fundamental developments in the field of marketing. Secondly, Finnish companies’ marketing competences are commonly considered insufficient in general. The purpose of this study was to describe how Finnish industrial companies execute their marketing communication. In addition, the study examines the marketing communication’s strengths, weaknesses, opportunities, threats, and targets for development; how different marketing communication instruments are utilised; and how marketing communication and its instruments are integrated. The study was executed with action-oriented research method and used research strategy was case study. Hence, empirical part of this study focused to examine marketing communication in six Finnish industrial companies. Empirical data of the study was gathered within six individual workshops organised for each case company during the research process. According to the study’s results, Finnish industrial companies brands and images are strong, and they are highly appreciated actors in their own field of business. The most commonly utilised marketing communication instruments are personal selling, trade shows, public relations, e-communication, and direct marketing. Whereas advertising, sales promotion, sponsoring, after sales, references, and word of mouth communication are not equally commonly utilised. Secondly, Finnish industrial companies’ marketing communication is not integrated, they have deficiencies with their internal communication and co-operation, marketing strategies are unclear, marketing resources are rather small, and status of marketing is weak. In addition to these findings, the study offers a research model of development process toward integrated marketing communication as a contribution for academic research.
dc.format.extent 116
dc.language.iso eng
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject.other Marketing communication
dc.subject.other Industrial marketing
dc.subject.other Customer relationship
dc.subject.other Action-oriented research
dc.title Marketing communication in Finnish industrial companies
dc.type Book en
dc.identifier.urn URN:NBN:fi:jyu-201008122458
dc.subject.ysa markkinointiviestintä
dc.subject.ysa asiakassuhde
dc.subject.ysa teollisuusyritykset
dc.type.dcmitype Text en
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master’s thesis en
dc.contributor.tiedekunta Jyväskylän yliopiston kauppakorkeakoulu fi
dc.contributor.tiedekunta Jyväskylä University School of Business and Economics en
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine markkinointi fi

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