Unit:
Κατεύθυνση Οικονομική και Διοίκηση των Τηλεπικοινωνιακών ΔικτύωνΠληροφορική
Author:
Chronopoulos Panagiotis
Supervisors info:
Αθανάσιος Παπαδημητρίου, Οικονομολόγος, Εθνικό και Καποδιστριακό Πανεπιστήμιο Αθηνών
Original Title:
Η εφαρμογή του ψηφιακού μάρκετινγκ σε μικρές επιχειρήσεις στην Ελλάδα
Translated title:
The implementation of digital marketing in small businesses in Greece
Summary:
In recent years, more and more businesses have preferred to increase their percentage of digital marketing investments, often against the traditional advertising and promotion methods we know so far. Digital marketing is a modern reality for businesses, which, if used properly, can deliver very significant and targeted results thanks to the use of modern technologies.
The scope of this research is to study the way digital marketing is exploited by small and medium-sized enterprises operating in Greece and especially in the wider area of Attica. For this purpose, the case study method was applied by collecting data and information for four companies after interviews with their owners. The gathered data are presented in detail in the context of this paper, and their analysis led to four emergent themes that summarize the way SMEs in Greece design and implement their internet marketing strategy.
Main subject category:
Social, Political and Economic sciences
Keywords:
Marketing, Online Marketing, SMEs, Target Audience, Internet Marketing Performance
