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dc.contributor.author
Giapantzali, Soultana
en
dc.date.accessioned
2016-07-01T15:03:14Z
dc.date.available
2016-08-01T00:00:16Z
dc.date.issued
2016-07-01
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/14554
dc.rights
Default License
dc.subject
SWOT analysis
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dc.subject
Marketing Plan
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dc.subject
Marketing Tools
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dc.title
Marketing Plan for MLS Company
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heal.type
masterThesis
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heal.classification
Marketing
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heal.keywordURI.LCSH
Business planning--Case studies
heal.keywordURI.LCSH
Business planning
heal.keywordURI.LCSH
Marketing--Planning
heal.keywordURI.LCSH
Marketing
heal.keywordURI.LCSH
Marketing--Case studies.
heal.language
en
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heal.access
free
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heal.license
http://creativecommons.org/licenses/by-nc/4.0
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heal.references
Ashill, N.J., Frederikson, M. & D avies, J. (2003). Strategic marketing planning: a grounded investigation. European Journal of Marketing, vol. 37, p. 430 - 460 Brooksbank, R. (1999). “The theory and practice of marketing planning in the smaller business”, Marketing Intelligence and Planni ng, vol. 17(2), p. 78 - 91 Cravens, D.W. & Piercy, N.F. (2009). Strategic Marketing. NY: McGrawHill Cravens, W., Hills, G. & Woolruff, R. (1987). Marketing management. Irwin: H o- mewood Dwyer, R.F. & Tanner, J.F. (2006). Business Marketing. NY: McGrawHill Holley, G.J. & Saunders, J. (1993). Competitive Positioning. NJ: Prentice Hall Englewood Cliffs Jethwabet, J. & Jain, S. (2006). Advertising Management. Oxford: Oxford University Press Kotler, P. (2006). Marketing Management. Singapore: Pearson Education Kotler, P. & Keller, K.L. (2006). Marketing Management. New Jersey: Pearson Prentice Hall Mc Carthy, J. (1960). Basic Marketing: A managerial approach. Irwin: Hom e- wood McDonald, M.H.B. (1999). Marketing plans: How to prepare Them, How to Use them, 4 th ed. Oxford: Heinemann Publishing Ltd Nykiel, R.A. (2003). Marketing your business: A Guide to Developing a strate g- ic marketing plan. NY: Best Business Books Ogilvy, D. (1985). Ogilvy on Advertising. New York: Random House Parente, D., Bergh, B., Bardan, A. & Marra, J. (1996). Advertising Campaign Stra t- egy: A guide to marketing communication plans. Orlando: The Dryden Press Stanton, E. & Walket (1994). Fundamentals of Marketing, USA: McGraw – Hill Urban. G.L. and Star, S.H. (1991). Advanced Marketing Strategy: Phenomena, Analysis, and Decisions, NJ: Prentice Hall Englewood cliffs http://www.mls.gr http://www.mlsshop.gr/
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heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
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heal.publicationDate
2016-06-30
heal.abstract
Marketing consists of planning as well as executing the conception, pricing, promoti ng and distributing services, goods or ideas , and has as an objective to e x- chang e satisfying individual or organizational objectives. SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats, while SWOT analysis aims to the competitive and environmental evaluation of a business. MLS company is a Greek company established in Thessaloniki, in 1989 and has as an objective to develop high – tech and innovating products. Its great variety of products, including smartphones, tablets, super smart TVs, diamonds, destinators and products relative to the Educational Technology, has led MLS to be one of the most basic companies of its domain in Greece. This project has as an objective to thoroughly study strategic marketing. For this reason, MLS company has been selected as a case study, and its strength in the market is evaluated by the use of SWOT analysis. Most specifically, in the first cha p- ter, there are all the necessary information for strategic marketing, the second cha p- ter includes all the information concerning the MLS company, and finally, in the third chapter, a SWOT ana lysis is realized for MLS in order to evaluate its competitiveness and its position among the other companies of the same domain
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heal.tableOfContents
ABSTRACT ................................ ................................ ................................ ................ 3 CONTENTS ................................ ................................ ................................ ............... 4 PURPOSE ................................ ................................ ................................ ................. 5 CHAPTER 1: MARKETING ................................ ................................ .......................... 6 1.1. MARKETING ................................ ................................ ............................... 6 1.2. STRATEGIC PLA N ................................ ................................ ........................ 9 CHAPTER 2: MARKETING PLAN ................................ ................................ ............... 12 2.1. STRATEGY PLAN ................................ ................................ .............................. 12 2.2. STRATEGIC MARKE TING PLAN ................................ ................................ ......... 14 2.3. COMPETITIVE AND ENVIRONMENTAL ASSESS MENT ................................ ......... 17 CHAPTER 3: MLS ................................ ................................ ................................ .... 19 3.1. COMPANY HISTORY ................................ ................................ ......................... 19 3.2. PHILOSOPHY OF T HE COMPANY ................................ ................................ ...... 21 3.3. CORPORATE SOCIA L RESPONSIBILITY ................................ ............................... 24 3.4. THE PRODUCTS ................................ ................................ ................................ 25 3.5 SWOT ANALYSIS ................................ ................................ ............................... 28 CONCLUSIONS ................................ ................................ ................................ ....... 32 REFERENCES ................................ ................................ ................................ ........... 33 APPENDIX ................................ ................................ ................................ .............. 35
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heal.advisorName
Gotsi, Manto
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heal.committeeMemberName
Mavragani, Eleni
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heal.committeeMemberName
Achillas, Charis
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heal.academicPublisher
IHU
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heal.academicPublisherID
ihu
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heal.numberOfPages
35
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