Η χρήση του digital marketing και των social media για την ανάπτυξη των πωλήσεων : μελέτη περίπτωσης Mondelez Hellas

Ζαγκανά, Αικατερίνη

Master Thesis

Author

Ζαγκανά, Αικατερίνη

Date

2016-10

Abstract

Modern world is characterized by the rapid development and use of digital media and the Internet worldwide. Simultaneously, Social Media have entered in people‟s everyday life to a great extent and have been established as the main source of entertainment, information, online shopping, social expression and interaction with other people. So, it goes without saying that it is more than ever necessary for today's businesses, from the smallest to the greatest, to have a web presence. To this end, through the review of literature, the present study makes an attempt to present all these strategic decisions and actions, that need to be taken by modern enterprises, via the adoption of Digital Marketing strategies, in order to reinforce their presence and image on the Internet, stimulate consumers‟ interest and create “buzz” around their brands, with the ultimate goal to achieve consumers‟ engagement and sales growth. At the same time, this thesis demonstrates the urgency for today‟s businesses to use Social Media, by implementing Social Media Marketing strategies, so as to influence consumers‟ behavior, lead them to share their experiences with others and consequently to increase their sales. Therefore, to support the aforementioned, a detailed presentation and analysis of the case of Mondelēz Hellas is included, a company that is using digital media and Social Media in order to "build" a friendly environment of cooperation with its clients, so as to receive continuous feedback about their satisfaction, to improve its products based on their preferences and needs and to employ effective Marketing strategies, with the ultimate goal to satisfy them completely and consequently enhance its sales.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

112

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/9991

Collections

Τμήμα Οικονομικής Επιστήμης

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