EFFICIENCY OF ONLINE AND IN-STORE MARKETING TOOLS - An Analysis of a Marketing Strategy That Has Made the Biggest Toy Store Chain in Hungary Successful

Balog Melani (2023) EFFICIENCY OF ONLINE AND IN-STORE MARKETING TOOLS - An Analysis of a Marketing Strategy That Has Made the Biggest Toy Store Chain in Hungary Successful. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Business success depends upon successful marketing. In recent decades, different marketing strategies led to success. The subject of the thesis is the analysis of the marketing strategy of Hungary's biggest toy store chain, the REGIO Game Ltd. Knowing which strategy does REGIO use is key to deciphering its success and understanding its efficiency. The aim of the research is to determine the online and in-store marketing communication tools of REGIO, in order to find the reason what makes this toy store chain the most successful one in Hungary. The research touches different areas connected to customer behavior, product efficiency and marketing strategies. The research is based on three methodological pillars. Firstly, within a thorough literature review – elaborating on the most important topics related to marketing strategy and marketing communication, – the developments of marketing strategies have been expounded, highlighting Holistic Marketing Dimensions and introducing online and in-store marketing communication tools. As a second and third pillar, the primary research takes place in the thesis in the form of a questionnaire (with over a hundred responses) and an interview with the REGIO’s marketing manager, both assisting in answering research questions regarding the advantages of a family-owned business, the details of the marketing strategy that REGIO uses for their success, as well as the efficient use of the store's online and in-store marketing tools.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertising activity, business marketing, communication tools, corporate marketing strategies, online marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 17. 13:54
Utolsó módosítás:	2023. Már. 17. 13:54

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