Unit:
Κατεύθυνση Οικονομική και Διοίκηση των Τηλεπικοινωνιακών ΔικτύωνΠληροφορική
Author:
Tsipras Panagiotis
Supervisors info:
Αθανάσιος Παπαδημητρίου, Επιστημονικός Συνεργάτης ΕΚΠΑ
Original Title:
Digital Marketing: Analysis of Tools and Adoption by Greek Internet Users
Translated title:
Digital Marketing: Analysis of Tools and Adoption by Greek Internet Users
Summary:
Nowadays the digital technologies and the social networks improve the connectivity and the collaboration among the companies and their customers in any domain. However, the majority of the consumer audience that purchase goods through the internet is not yet familiar with the tools of digital marketing that the companies use to promote their products and in general their services.
The purpose of the current thesis is to investigate the use of the digital marketing and its various tools by companies as well as the level of their adoption by Greek internet users.
Initially, the first chapter refers to the concepts of marketing, historical and constituent elements such as the marketing mix. The second chapter presents the digital marketing, where gradually over the years and the presence of computers and the internet, it was deemed necessary the transformation of the original idea that marketing was advocated into something new that would incorporate the two new elements.
Then, the third chapter refers to the online advertising and the tools that support the digital marketing to develop in the electronic media of the internet users. The fourth chapter presents data from researches that have been conducted aiming to record the state of e-commerce and the behavior of Greek consumers.
Finally, the fifth chapter presents the outcomes of the research that held in the frame of this thesis and concerns the use of the digital marketing and various tools from the companies and whether these are accepted and understood by the users of the Greek internet market.
Main subject category:
Social, Political and Economic sciences
Keywords:
Marketing, Digital Marketing, Online Advertising
Number of references:
117
