Applied digital marketing strategies in the FMCG sector
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Keywords
Digital marketing strategies ; Digital marketing ; FMCG ; SOSTAC ; L'orealAbstract
The purpose of the current dissertation is to is to analyze how digital marketing strategy is integrated into the Fast-Moving Consumable Goods (FCGM) sector as well as explore applications that can boost ecommerce efficacy in the business. In today's fast-changing world, digitalization of commercial operations is becoming increasingly important for all types of businesses. During the covid-19 pandemic, this concept became critical for numerous enterprises attempting to remain profitable or viable. There is no wonder that we are living in a digitalized era and digital marketing strategy is, or should be, a big part of a corporate’s strategy in which measurable goals are set and achieved through the use of valuable digital marketing tools. The innovative way of thinking, the customer-centric approach enables brands and enterprises to increase their digital presence and consumer base in their particular markets in order to fulfill marketing objectives. In this thesis, we did a systematic literature analysis to determine the importance of digital marketing strategy in a specific industry (FCGM), detect the digital marketing approach and finally suggest the tools that will optimize the market presence of the brands and their products and thus their profits.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων για Στελέχη (Executive MBA)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
102Language
EnglishCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα