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dc.contributor.advisorΤάλιας, Μιχαήλ
dc.contributor.authorΜυλωνάς, Θεμιστοκλής
dc.contributor.otherMylonas, Themistoclis
dc.coverage.spatialΚύπροςel_GR
dc.date.accessioned2016-03-08
dc.date.accessioned2016-03-09T12:39:24Z
dc.date.available2016-03-09T12:39:24Z
dc.date.copyright2015-12
dc.date.issued2016-03-09
dc.identifier.otherΔΜΥ/2015/00329el_GR
dc.identifier.urihttp://hdl.handle.net/11128/2184
dc.descriptionΠεριέχει βιβλιογραφικές παραπομπές.el_GR
dc.description.abstractΤο μάρκετινγκ στο χώρο της Οδοντιατρικής περιλαμβάνει το σχεδιασμό, το μάνατζμεντ και την επικοινωνία μεταξύ γιατρού - ασθενή για την απόδοση αξίας στις προσφερόμενες υπηρεσίες. Σκοπός της εργασίας αυτής ήταν να καταγράφεί η σχέση των ιδιωτών Οδοντιάτρων με το ιδιωτικό ή το κοινωνικό μάρκετινγκ και με ποια μέσα την εκφράζουν αυτήν για την αντιμετώπιση της οικονομικής κρίσης. Μεθοδολογία: Η συλλογή δεδομένων έγινε μέσα απο ερωτηματολόγιο και κατόπιν έγινε σύγκριση με την διεθνή εμπριτία. Το δείγμα αποτέλεσαν Οδοντιάτροι Θεσσαλονίκης, Αθήνας και Κρήτης (Ιεράπετρα-Ηρακλέιου). Η περιγραφική στατιστική βοήθησε να αναδειχθούν οι τυχόν διαφορές μεταξύ των πόλεων, ενώ συσχετισμοί έγιναν ανάμεσα στις ηλικίες και τη χρήση του μάρκετινγκ, όπως και του φύλλου και του μάρκετινγκ.el_GR
dc.format.extent158 σ. εικ., 30 εκ.el_GR
dc.languagegrel_GR
dc.language.isogrel_GR
dc.rightsinfo:eu-repo/semantics/closedAccessel_GR
dc.subjectΙδιωτικό μάρκετινγκel_GR
dc.subjectPrivate marketingel_GR
dc.subjectΚοινωνικό μάρκετινγκel_GR
dc.subjectSocial marketingel_GR
dc.titleΙδιωτικό και κοινωνικό μάρκετινγκ σε περίοδο οικονομικής κρίσηςel_GR
dc.typeΜεταπτυχιακή Διατριβήel_GR
dc.description.translatedabstractMarketing in the field of dentistry called the planning, management and communication between doctor - patient to assign a value to the provided services. The purpose of this study was to record the ratio of private dentists with "private" or "social" marketing and how this is expressed in response to the economic crisis in this field. Methodology: Data collection was through questionnaire (Shimp & Dyer 1978) and compared with international experience. The sample was dentists from Thessaloniki, Athens and Crete (Ierapetra and Heraklion). Descriptive statistics helped to emerge any differences between cities, while correlations (chi square tests) were between age and marketing and between gender and marketing. Findings: A total of 356 questionnaires were collected. Responses recorded a rate of 86% of dentists who were in favor of marketing with a similar percentage (85.1%) of advertising. 52.2% of respondents were aware of the social groups to which they were addressed, 77.5% studied their 'target group' through magazines while 71.3% studied them over the Internet. Almost 56% had developed new services, while 75% learned new methods of rehabilitation. About the promotion, dentists responded very positively (80%) only for the use of internal promotion with the help of digital media, lagging especially in the use of internet. The great impact of the crisis recorded by the large reduction in turnover, as the large percentage of potential migrants. Both for dental tourism, and for the 'social-marketing' Greek dentists felt that would help in recovery. In conclusion dentists were positive towards marketing and advertising, which contrasts with the ethical rules of the Greek Dental Federation. In organizational sectors, especially in internal marketing, showed good results. Although the dentists were very pessimistic, they considered that a program of "social - marketing" would help in recovery. The distance from social media proves the finding of improper updating of dentists on marketing developments.el_GR
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