This dissertation was written as a part of the MSc in E-Business & Digital Marketing at
the International Hellenic University. The purpose of this dissertation is to examine the
causes of changing the volume of sales for one specific fast-moving consumer good. We
aim to examine the causes by creating a model analyzing the prices, promotions and the
volume of sales. The result of this analysis should add value to the marketing campaigns
and positioning of this product in the market, in order to attract the biggest market share
possible from all the competitors.
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