Essays about: "ANDREA GEREGOVA"

Found 2 essays containing the words ANDREA GEREGOVA.

1. 1. The Products Characteristics and Their Influence on the Omnichannel Strategy : An analysis of the apparel and grocery retailers in Europe

   University essay from Umeå universitet/Företagsekonomi

   Author : Federico Castellani; Andrea Geregová; [2017]
   Keywords : Omnichannel marketing; apparel retailer; grocery retailer; customer behavior; European countries; omnichannel marketing strategies; sales channel;

   Abstract : The purpose of this Master’s thesis is to present to the reader a comprehensive overview on how the characteristics of grocery products and apparel products influence the customer behavior and the choice of an offline or an online sales channel within an omnichannel marketing strategy. This thesis takes a company’s point of view in order to investigate the reactions and the resulting marketing and channel strategies the different retailers apply while taking into account the varying customer behavior. READ MORE

3. 2. THE MARKETING IN EASTERN EUROPE. AN ANALYSIS FROM THE COMMUNIST PHASE TO THE PRESENT TIME

   University essay from Umeå universitet/Företagsekonomi

   Author : FEDERICO CASTELLANI; ANDREA GEREGOVA; [2016]
   Keywords : Marketing; development of marketing; Eastern Europe; Communism; transitional phase; Europeanization; ethnocentrism; current trends;

   Abstract : The purpose of this thesis is to deliver an integrated overview on the development of marketing in the Eastern European countries from the communist era to the present time and answer the main research question: How has marketing in the Eastern European countries changed from the communist era to the present time? In addition to this, three propositions are composed and further investigated.   The research philosophy of this thesis is based on a subjectivist ontological view and an interpretivist epistemological approach. READ MORE