TY  - BOOK
AU  - Natsikou Katerina
AU  - Λουκοπούλου Αποστολία
TI  - The Role of Social Media in Successful Building of Luxury Cosmetics Brand./The Case of Greece
PY  - 2016///
N2  - Introduction, The Importance of Brands, Brand Equity, Aaker Brand Equity Model, Social Media and Consumers, Social Media and Business, Penetration of Social Media in Greece, Use of Markwting through Social Media, Sector Study of the Cosmetics Industry, General Characteristics of the Cosmetics Sector, the Demand of Cosmetics, Imports of Cosmetics - Countries of Origin, Total Market of Cosmetics, Total Market of Luxury Cosmetics, Market Forecasts, Conclusion - the Prospects of the Industry, Analysis of Competitive Environment - Porter's Five Forces Analysis, SWOT Analysis, Prospects, Defining the Luxury Construct, Social Media and Luxury Brands, Conclusion of Literature Review, Research Philosophy Design Method, Planning of the Questionnaires, Ethical Considerations, General Discussion, Conclusions, Recommendations, Bibliography, Appendix
ER  -