OE42: LITERATUURSTUDIE
Succesfactoren van regionale marketing
Lars Hulsebosch
657298
Hogeschool Inholland
Klas: BSVT2A
11 April 2021
, Titelpagina
Projectnaam: Literatuurstudie
Projectbegeleider: Irma Ansems
Publicatiedatum: 11 April 2021
Klas: BSVT2A
Opleiding: HBO Business studies
Student: Lars Hulsebosch, 657298
Locatie: Hogeschool Inholland, Haarlem
1
, Inhoudsopgave
H1 Inleiding................................................................................................................................................... 3
H2 Probleemachtergrond............................................................................................................................... 4
2.1 Aanleiding.......................................................................................................................................................4
2.2 Doelstelling.....................................................................................................................................................4
2.3 Hoofd- en deelvragen.....................................................................................................................................4
2.4 Op te leveren product.....................................................................................................................................4
H3 Methodologie........................................................................................................................................... 5
3.1 Onderzoeksopzet............................................................................................................................................5
3.2 Uitwerking per deelvraag...............................................................................................................................5
3.3 Expert.............................................................................................................................................................6
H4 Literatuurstudie........................................................................................................................................ 7
4.1 Deelvraag 1: Wat is regionale marketing?....................................................................................................7
4.1.1 Definitie marketing.................................................................................................................................7
4.1.2 Definitie regionaal..................................................................................................................................7
4.1.3 Definitie regionale marketing.................................................................................................................7
4.2 Deelvraag 2: Voor welke bedrijven is regionale marketing aantrekkelijk?....................................................8
4.3 Deelvraag 3: Wat zijn de voor- en nadelen van regionale marketing?..........................................................8
4.4 Deelvraag 4: Welke trends zijn er in regionale marketing?...........................................................................9
4.4.1 Gelokaliseerde content...........................................................................................................................9
4.4.2 Online shoppen.......................................................................................................................................9
4.4.3 Social media............................................................................................................................................9
4.4.4 Lokale campagnes...................................................................................................................................9
4.4.5 Localized programmatic adversiting.....................................................................................................10
H5 Praktijkonderzoek................................................................................................................................... 11
5.1 Samenvatting expertinterview....................................................................................................................11
H6 Conclusie................................................................................................................................................ 12
Bronnenlijst................................................................................................................................................. 13
Bijlage 1: topic list........................................................................................................................................ 14
Bijlage 2: Transcriptie................................................................................................................................... 15
Bijlage 3: Zoekplan....................................................................................................................................... 17
2
Succesfactoren van regionale marketing
Lars Hulsebosch
657298
Hogeschool Inholland
Klas: BSVT2A
11 April 2021
, Titelpagina
Projectnaam: Literatuurstudie
Projectbegeleider: Irma Ansems
Publicatiedatum: 11 April 2021
Klas: BSVT2A
Opleiding: HBO Business studies
Student: Lars Hulsebosch, 657298
Locatie: Hogeschool Inholland, Haarlem
1
, Inhoudsopgave
H1 Inleiding................................................................................................................................................... 3
H2 Probleemachtergrond............................................................................................................................... 4
2.1 Aanleiding.......................................................................................................................................................4
2.2 Doelstelling.....................................................................................................................................................4
2.3 Hoofd- en deelvragen.....................................................................................................................................4
2.4 Op te leveren product.....................................................................................................................................4
H3 Methodologie........................................................................................................................................... 5
3.1 Onderzoeksopzet............................................................................................................................................5
3.2 Uitwerking per deelvraag...............................................................................................................................5
3.3 Expert.............................................................................................................................................................6
H4 Literatuurstudie........................................................................................................................................ 7
4.1 Deelvraag 1: Wat is regionale marketing?....................................................................................................7
4.1.1 Definitie marketing.................................................................................................................................7
4.1.2 Definitie regionaal..................................................................................................................................7
4.1.3 Definitie regionale marketing.................................................................................................................7
4.2 Deelvraag 2: Voor welke bedrijven is regionale marketing aantrekkelijk?....................................................8
4.3 Deelvraag 3: Wat zijn de voor- en nadelen van regionale marketing?..........................................................8
4.4 Deelvraag 4: Welke trends zijn er in regionale marketing?...........................................................................9
4.4.1 Gelokaliseerde content...........................................................................................................................9
4.4.2 Online shoppen.......................................................................................................................................9
4.4.3 Social media............................................................................................................................................9
4.4.4 Lokale campagnes...................................................................................................................................9
4.4.5 Localized programmatic adversiting.....................................................................................................10
H5 Praktijkonderzoek................................................................................................................................... 11
5.1 Samenvatting expertinterview....................................................................................................................11
H6 Conclusie................................................................................................................................................ 12
Bronnenlijst................................................................................................................................................. 13
Bijlage 1: topic list........................................................................................................................................ 14
Bijlage 2: Transcriptie................................................................................................................................... 15
Bijlage 3: Zoekplan....................................................................................................................................... 17
2
