Τίτλος σε άλλη γλώσσα: Designing a Greek coffee company's introduction into the US market: Critical marketing factors for a successful penetration in the coffee shop industry. [Αγγλική] Ημερομηνία: 09-09-2018 [2018-09-09] Συγγραφέας: Kanellopoulos, Efstathios Σχολή: Σχολή Κοινωνικών Επιστημών Τμήμα: Διοίκηση Επιχειρήσεων (MBA) Περίληψη (Abstract): The dissertation’s purpose is to analyze the marketing strategies and the challenges for a successful penetration into the coffee shop industry in the United States, the leading coffee consumer in the world. The study, critically reviewing the existing literature and statistics, aims to imprint marketing tools and strategies adapted by the business dominants in the United States. It will show how ...