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dc.contributor.author
Ntioudi, Christina
en
dc.date.accessioned
2019-02-20T10:59:48Z
dc.date.available
2019-02-21T01:00:14Z
dc.date.issued
2019-02-20
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29235
dc.rights
Default License
dc.subject
Marketing
en
dc.subject
Branding
en
dc.subject
Social media
en
dc.title
Brand Value and Marketing Strategies of Cosmetics Brands in the Greek Market
en
heal.type
masterThesis
en_US
heal.classification
Marketing
en
heal.keywordURI.LCSH
Brand name products--Management
heal.keywordURI.LCSH
Branding (Marketing)
heal.keywordURI.LCSH
Marketing--Management
heal.keywordURI.LCSH
Strategic planning
heal.keywordURI.LCSH
Cosmetics
heal.keywordURI.LCSH
Cosmetics--Marketing
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
en_US
heal.publicationDate
2019-02-20
heal.abstract
This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The main aim of this thesis is the presentation of the brand value and marketing strategies of cosmetics brands in the Greek Market . For a comprehensive presentation of the above , an extensive review of the existing literature is made , including the presentation of the elements and types of marketing strategies, its importance, branding strategies, brand equity and Aaker’s Model for Brand Equity . Furthermore, the major cosmetics brands in the Greek sector are presented, as well as their target groups, their site and social media and their marketing and branding strategies . With this analysis, an effort is made for a substantiated opinion on the brand value and marketing strategies of the major cosmetics brands in the Greek Market . The data used in the project ca me from the sites and social media of the cosmetics companies in the Greek market . In addition to the above, information was gathered from foreign and Greek literature and internet sources.
en
heal.advisorName
Mavragani, Eleni
en
heal.committeeMemberName
Mavragani, Eleni
en
heal.committeeMemberName
Pollalis, Ioannis
en
heal.committeeMemberName
Siamagka, Nikoletta
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US
heal.numberOfPages
63
en_US
heal.spatialCoverage
Greece
en


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