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| 2. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Marknadsföring och Nya Medier
- 2013
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Ingår i: Marknadsföring. - Lund : Studentlitteratur. - 9789144074184 ; , s. 23-35
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Bokkapitel (refereegranskat)
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| 3. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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MOOCs - Massive Open Online Courses
- 2014
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Ingår i: Mercury Magazine. - Uppsala : Företagsekonomiska Institutionen. - 2001-3272. ; 3:7-8, s. 52-59
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 4. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Scientification in Sports
- 2014
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Ingår i: Mercury Magazine. - Uppsala : Företagsekonomiska Institutionen. - 2001-3272. ; 3:7-8, s. 24-25
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 5. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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The Democratization of Market Communication
- 2012
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Ingår i: Mercury Magazine. - : Företagsekonomiska institutionen. - 2001-3272. ; 1:1, s. 42-45
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 6. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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The scientification of marketing
- 2013
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Ingår i: 22nd Nordic Academy of management conference.
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Konferensbidrag (refereegranskat)
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| 7. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Towards the development of knowledge-based marketing : how the new market space reshapes marketing
- 2011
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Recent advances in ICT are reshaping the opportunities for firms to create and extract value in their marketing processes. The emergence, for instance, of new interactive channels and media that promote dialogue and collaboration empowers consumers to act both as producers and consumers of information online. Social media that relies solely on user-generated content permits consumers to share knowledge with each other and to mass collaborate by pooling knowledge for various causes. These advances have laid the foundation for a new, global, social and ubiquitous digital arena – a new marketspace – where transactions of goods and services and in particular the exchange of information between different actors is taking place.As marketing practice is associated with processes of gathering, manipulating and applying information and knowledge, the implications of the new marketspace become significant. It leads to a change in the approach to and relationship with the customer and demands a change in the marketing logic itself. As a firm, acting in the new marketspace means participating and collaborating with consumers in order to influence and get influenced by them through supporting their value creation processes. The new marketspace essentially pushes towards the development of a more knowledge-based marketing practice, i.e. a practice based on facts, as it represents an essential source to large amounts of information that combined with internal proprietary information can be harnessed systematically to advance the knowledge of the firm.The purpose of this conceptual paper is to analyze implication of the new marketspace on marketing practice. We do so by drawing on previous works within the fields of marketing, communication and IT-research. We argue that firms acting on the new marketspace to harness knowledge face a situation that require both a new logic, new skills and new ways of organizing market communication in order to create and develop value for customers.
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| 8. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Use of Social Media in Marketing Educational Services
- 2012
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Ingår i: Innovative Service Perspectives.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The purpose of this paper is to explore how social media is used as a communication channel to market educational services in primary, secondary and tertiary education at both public and private educational institutions in Sweden. The empirical material consists of six in-depth case studies of three public and three first, second and third level educational institutions in Sweden. The distinction of private and public institutions was made to enable comparison given the differences in resources and their needs in attracting students. The case studies illuminate the situational and regulatory conditions of each of the institutions, the knowledge of an appropriation of technology (social media) in the marketing of their educational programs as well as the effects on the overall marketing strategy of the institutions. The overall findings indicate that the knowledge and use of social media is still limited and at an embryonic and experimental stage. Contrary to the expectations no significant difference in knowledge and usage of social media was identified between private and public institutions. Rather differences were more related to the level of education.
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