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Scania in the Swedish Truck Market : A study of how themanagement conducts the marketing according to the MarketingMix / Scania i den svenska lastbilsmarknaden : En studie om hurledningen använder Marknads Mixen för att sköta företagetsmarknadsföring

<p>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.</p>

Identiferoai:union.ndltd.org:UPSALLA/oai:DiVA.org:mdh-6653
Date January 2009
CreatorsSjögren, Daniel, Holmstedt, Liselott
PublisherMälardalen University, School of Sustainable Development of Society and Technology, Mälardalen University, School of Sustainable Development of Society and Technology
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, text
RelationSchool of Business Research Reports,

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