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Sustainability Marketing Communications. Current State and Future Trends in Marketing Communications. Benchmarking.

Guerrero, Íñigo; Wang, Dian and Kulak, Olga (2011)
Department of Business Administration
Abstract
The new term “sustainability marketing communications” emerged and the has
gained increased interests and implementations in recent years. The aim of the
degree project is to provide suggestions to Skånemejerier on the basis of current
state in dairies and trends in marketing communications in the entire industry.
Benchmarking is applied throughout the study and two different benchmarking
processes are conducted. To start with, industry benchmarking is performed with the scope of dairy industry.
Skånemejerier are compared with leading dairy companies from European countries
plus another two from the United States and one from Russia. While in the second part, we start with a brief introduction of main trends in
marketing... (More)
The new term “sustainability marketing communications” emerged and the has
gained increased interests and implementations in recent years. The aim of the
degree project is to provide suggestions to Skånemejerier on the basis of current
state in dairies and trends in marketing communications in the entire industry.
Benchmarking is applied throughout the study and two different benchmarking
processes are conducted. To start with, industry benchmarking is performed with the scope of dairy industry.
Skånemejerier are compared with leading dairy companies from European countries
plus another two from the United States and one from Russia. While in the second part, we start with a brief introduction of main trends in
marketing communications in general. Then, we investigate how company can use
sustainability in communications with customers and describe how much it can
influence their buying decissions. Furthermore, we concentrate on newly emerged
digital media and provide more deeply analysis of trends there. Additionally, we
investigate eight selected international companies, leaders in sustainability in their
sectors, to see in practice how they use sustainability in their marketing messages
and deal with trends in digital media. Last but not the least, we try to analyze their
performance in online communications and find valuable practical recommendations
for our client. We suggest Skånemejerier to continue to focus on online social media.
For instance, create short videos on Skånemejerier website, develop interactive
media platforms where customers can communicate with each other and share their
ideas about the company and/or products, and encourage people to share possitive
information about Skånemejerier through various social networks. (Less)
Please use this url to cite or link to this publication:
author
Guerrero, Íñigo; Wang, Dian and Kulak, Olga
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Social Network, Skånemejerier, Benchmarking, Trends, Sustainability Marketing Communicatiions, Sustainability, Sustainability Marketing, Management of enterprises, Företagsledning, management
language
Swedish
id
2007011
date added to LUP
2011-06-03
date last changed
2012-11-12 11:33:59
@misc{2007011,
  abstract     = {The new term “sustainability marketing communications” emerged and the has
gained increased interests and implementations in recent years. The aim of the
degree project is to provide suggestions to Skånemejerier on the basis of current
state in dairies and trends in marketing communications in the entire industry.
Benchmarking is applied throughout the study and two different benchmarking
processes are conducted. To start with, industry benchmarking is performed with the scope of dairy industry.
Skånemejerier are compared with leading dairy companies from European countries
plus another two from the United States and one from Russia. While in the second part, we start with a brief introduction of main trends in
marketing communications in general. Then, we investigate how company can use
sustainability in communications with customers and describe how much it can
influence their buying decissions. Furthermore, we concentrate on newly emerged
digital media and provide more deeply analysis of trends there. Additionally, we
investigate eight selected international companies, leaders in sustainability in their
sectors, to see in practice how they use sustainability in their marketing messages
and deal with trends in digital media. Last but not the least, we try to analyze their
performance in online communications and find valuable practical recommendations
for our client. We suggest Skånemejerier to continue to focus on online social media.
For instance, create short videos on Skånemejerier website, develop interactive
media platforms where customers can communicate with each other and share their
ideas about the company and/or products, and encourage people to share possitive
information about Skånemejerier through various social networks.},
  author       = {Guerrero, Íñigo and Wang, Dian and Kulak, Olga},
  keyword      = {Social Network,Skånemejerier,Benchmarking,Trends,Sustainability Marketing Communicatiions,Sustainability,Sustainability Marketing,Management of enterprises,Företagsledning,management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Sustainability Marketing Communications. Current State and Future Trends in Marketing Communications. Benchmarking.},
  year         = {2011},
}