Marketing approaches in SMEs: comparing digital and traditional strategies of P&G and Fiorillo Detergenza
Fiorillo, Marco (A.A. 2023/2024) Marketing approaches in SMEs: comparing digital and traditional strategies of P&G and Fiorillo Detergenza. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 73. [Master's Degree Thesis]
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Abstract/Index
Literature review. SMEs: analysis of entities. Marketing strategies for SME’s. Communication mix in SMEs vs. large enterprises. Communication channels utilized in SME’s. Digital era on SME’s. The brand and the brand orientation in SME’s. Gap of the theory. Methodology and data collection. Business research. Data collection. Validity and ethics aspects. Empirical analysis of P&G AND Fiorillo Detergenza. Introduction of the two companies. The analyzed SME’s: Fiorillo Detergenza. The analyzed big enterprise: P&G (Procter & Gamble). Analytical models. Importance of marketing for SME’s. Role of digitalization. The role of social media. Communication mix. Brand orientation.
References
Bibliografia: pp. 67-70. Sitografia: pp. 71-73.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Advanced marketing management |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Pozharliev, Rumen Ivaylov |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 14 May 2025 12:52 |
| Last Modified: | 14 May 2025 12:52 |
| URI: | https://tesi.luiss.it/id/eprint/42098 |
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