Η επίδραση των τεχνικών marketing στην κερδοφορία των επιχειρήσεων

Μολές, Νικόλαος

The impact of marketing techniques on the profitability of businesses

Master Thesis

Author

Μολές, Νικόλαος

Date

2026-12

Abstract

This study explores the impact of marketing techniques on the profitability of modern businesses, using a combined theoretical and empirical approach. It begins with an analysis of fundamental marketing concepts, its historical evolution, segmentation, targeting, product positioning, and both traditional and digital marketing mix (4Ps). Emphasis is placed on modern strategies such as influencer marketing, content marketing, and brand differentiation and reputation. The empirical part includes case studies of real companies – Coca-Cola HBC, Cosmos Sport, L’Oréal, Ben & Jerry’s, which have successfully applied marketing strategies to strengthen their market position and customer loyalty. The findings confirm that marketing today is not just a promotional tool, but a central element of strategic decision-making. When implemented holistically, marketing contributes decisively to a company's success, innovation capacity, and social identity. These insights highlight the critical role of marketing in achieving long-term business sustainability and competitive advantage in a dynamic global market environment.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/18854

Collections

Τμήμα Οικονομικής Επιστήμης

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