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Bellman Marknadsföring: Marknadspotential och förslag till lanseringsplan
University of Kalmar, Baltic Business School.
2008 (Swedish)Independent thesis Advanced level (degree of Magister), 10 poäng / 15 hpStudent thesis
Abstract [en]

This Master thesis was written in collaboration with the Kalmar-based consulting company Sederkvist Kommunikation. The purpose was to explore the market potential for Sederkvist Kommunikations new software Bellman Marketing. Based on these results a launch plan was created and advoice were given to Sederkvist Kommunikation as to how their new administrative tool could be introduced on the market. Data were collected through semi-structured telephone interviews. The population was Swedish so called Gazelle-companies (growth-companies listed yearly by the business newspaper Dagens Industri) and totally 27 units were examined. Analysis indicated that there was a relatively large market potential for Bellman Marketing among Swedish fast-growing companies. The market does however not perceive a need for the software at this point, thus this need has to be pointed out first by Sederkvist Kommunikation. By effective market segmentation and with messages suited for target customers, the launch of Bellman Marketing can be successful.

Place, publisher, year, edition, pages
Handelshögskolan BBS , 2008. , p. 69
Keywords [en]
Bellman Marketing, Software, Marketing Communications Planning, Market Potential, Launch Plan, Market, Target Customers, Aim, Strategy
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hik:diva-341OAI: oai:DiVA.org:hik-341DiVA, id: diva2:1132
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samhälle/juridik
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Available from: 2008-06-10 Created: 2008-06-10 Last updated: 2010-03-09

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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