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dc.contributor.author
Gkaitatzi, Kyriaki
en
dc.date.accessioned
2019-04-11T09:55:09Z
dc.date.available
2019-04-12T00:00:18Z
dc.date.issued
2019-04-11
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29326
dc.rights
Default License
dc.subject
Marketing
en
dc.subject
Digital marketing
en
dc.subject
Branding
en
dc.subject
Rebranding
en
dc.subject
Business marketing b2b
en
dc.title
Rebranding an industrial product with marketing strategies: case ttudy of KLEEMANN’s industrial product, Core lift
en
heal.type
masterThesis
en_US
heal.secondaryTitle
Case Study of KLEEMANN’s industrial product, Core lift
en
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
2019-01-01
heal.abstract
This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The aim of this dissertation is to analyze and evaluate how the KLEEMANN’s Marketing department develop a marketing and branding strategy in relation to the process of redefining and mostly, rebranding one of its already existing industrial product, the Atlas Basic (Αttachment 11). These actions formed a comprehensive product promotion effort without involving account managers, salesmen or requiring a mechanical study for the purchase. Overall, through the in-depth case study on KLEEMANN’s new product, Core lift, it is intended to be shown how effective marketing and brand strategies contribute to create a “new” product without changing anything in production, in the production line or in the materials of the product and yet can be promoted as a new product with redusced price. These actions took place in the first quarter of 2018.
en
heal.advisorName
Mavragani, Eleni
en
heal.committeeMemberName
Mavragani, Eleni
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US
heal.numberOfPages
90
en_US


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