Business communication aka how a customer gets engaged/committed to a product or service
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| Format: | Thesis |
| Kulcsszavak: | Communicational tools customer engagement heat-not-burn technology Iqos marketing communication |
| Online Access: | http://dolgozattar.uni-bge.hu/57627 |
| Abstract: | The main topic of my dissertation is how a customer gets engaged or committed to a product or service in terms of a challenging industry, the tobacco industry. I would like to guide my research through an alternative smoking device IQOS which is quite widespread nowadays.Some of my main questions will be whether their communication is effective and successful, what the consumers think about it, what kind of tools the brand can use to engage people, what are the differences in marketing communication compared to the original tobacco products, and how can a brand overcome the regulations facing this industry? All in all, my main goal is to investigate this special and important sector, how consumers behave, and how the company functions as it is an important field that cannot be missed due to its risks besides its high popularity. |
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