Kalogiannidou, Evdoxia

2018-05-25T00:00:11Z

https://repository.ihu.edu.gr//xmlui/handle/11544/29192

Service design

Mix marketing

masterThesis

Accounting--Marketing

free

School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design

The current study is referred to the design and implementation of a model for an accounting company, alongs ide a case study of an ascending accounting company. Specifically, the study consists of two parts: The first one is the literature review and the theore tical framework of Service Design, its purposes and tools, as well as the characteristics of these services. Next, the definition and the evolution of marketing is presented, alongside the different mechanisms of marketing and the Mix Marketing technique f or the companies to gain a major share in the market. The study focuses also in the primary market practices, such as the affiliate marketing, the email marketing and search engines, all of which are summarily presented. Finally, the importance of marketin g at accounting service is highlighted, based on the current bibliography. The second part consists mainly of the general business model canvas, which includes the most necessary criteria for an accounting office to be effective (in this case study, the Ta x Wise Accounting, one of the major ascending a ccounting office in Thessaloniki ) , such as the customer’s segmentation, the customer’s journey or empathy maps. The second phase of the part two presents the service design, which consists of mapping the customer’s experience and the service blueprint, along with any emanated conclusion arisen from the analysis.

Katsaliaki, Korina

ihu