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dc.contributor.authorVuorio, Mikko
dc.date.accessioned2010-08-12T14:25:57Z
dc.date.available2010-08-12T14:25:57Z
dc.date.issued2010
dc.identifier.otheroai:jykdok.linneanet.fi:1134505
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/24852
dc.description.abstractMarketing 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.extent116 sivua
dc.language.isoeng
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.subject.otherMarketing communication
dc.subject.otherIndustrial marketing
dc.subject.otherCustomer relationship
dc.subject.otherAction-oriented research
dc.titleMarketing communication in Finnish industrial companies
dc.typeBooken
dc.identifier.urnURN:NBN:fi:jyu-201008122458
dc.type.dcmitypeTexten
dc.type.ontasotPro gradufi
dc.type.ontasotMaster’s thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi20423
dc.subject.ysomarkkinointiviestintä
dc.subject.ysoasiakassuhde
dc.subject.ysoteollisuusyritykset


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