Scania in the Swedish Truck Market: A study of how themanagement conducts the marketing according to the MarketingMix
2009 (English)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE credits
Student thesisAlternative title
Scania i den svenska lastbilsmarknaden : En studie om hurledningen använder Marknads Mixen för att sköta företagetsmarknadsföring (Swedish)
Abstract [en]
Scania is an old and well established company within itsindustry, thus the company has understood, through experience, that it is simply not enough to be product oriented in the truck industry, instead the company has to focus on what is of value to the customer. To know and understand the customer’s business or area of business is a key success factor which develops trust for the company, this trust and knowledge of the customer’s area of operation is of critical importance during economic slowdowns.
Place, publisher, year, edition, pages
2009. , p. 54
Keywords [en]
Marketing Mix, Development of the Marketing Mix, Shortcomings of the Marketing Mix, Four P’s, Four C’s, Scania, The financial crisis affect on Scania, Financial crisis, The truck industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-6653OAI: oai:DiVA.org:mdh-6653DiVA, id: diva2:231945
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
2009-09-222009-08-182010-10-21Bibliographically approved