Η υιοθέτηση της αρχής μάρκετινγκ από εταιρεία παροχής υπηρεσιών B2B ως άξονας διαμόρφωσης του μίγματος μάρκετινγκ – Μελέτη περίπτωσης σε εταιρεία παροχής ψυκτικών υπηρεσιών

Νάστου, Ελπίδα

The adoption of marketing principals by a B2B service provider as a key factor in shaping the marketing mix – A case study of a refrigeration services company

Master Thesis

Author

Νάστου, Ελπίδα

Date

2023-02

Abstract

This thesis investigates the adoption of marketing principles by a B2B service provider and its impact on the marketing mix. The study consists of two chapters. The first chapter examines the factors that shape the level of systemic risk a company faces, particularly macroeconomic factors. The second chapter presents a case study of a refrigeration services company, to analyze how the adoption of marketing principles can influence the company's marketing mix. The first chapter uses a literature review approach to explore the macroeconomic factors that can influence a company's systemic risk level. The analysis identifies factors such as GDP growth, inflation, interest rates, and political stability as key drivers of systemic risk. The chapter concludes by emphasizing the importance of understanding these macroeconomic factors and their potential impact on a company's operations. The second chapter focuses on a refrigeration services company, Nastos Cooling, as a case study, examining how the adoption of marketing principles can influence its marketing mix. The study uses a qualitative approach, collecting data through in depth interviews with key personnel in the company and a review of relevant documents. The analysis reveals that the adoption of marketing principles is a critical factor in shaping the company's marketing mix, particularly in the areas of product differentiation, value-based pricing, targeted promotion, and distribution channel selection. The research also shows that this adoption can contribute to the company's success in terms of increased revenue, profitability, customer satisfaction, and market position. Overall, this thesis provides insights into the factors that shape a company's systemic risk level and the importance of adopting marketing principles to shape the marketing mix and improve overall business performance.

Postgraduate Studies Programme

Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/15200
http://dx.doi.org/10.26267/unipi_dione/2622

Collections

Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Show full item record

Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα