Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda

Nowadays, we live in a "commoditized" world where consumers have also become more demanding, making the achievement of effective differentiation an increasingly tough task. This current market situation is forcing businesses to reinvent themselves and come up with new innovative strategies...

ver descrição completa

Detalhes bibliográficos
Autor: López Moreno, Elisa
Formato: tesis doctoral
Fecha de publicación:2017
País:España
Recursos:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:español
OAI Identifier:oai:docta.ucm.es:20.500.14352/21630
Acesso em linha:https://hdl.handle.net/20.500.14352/21630
Access Level:acceso abierto
Palavra-chave:658.8(043.2)
Marketing
5311.05 Marketing (Comercialización)
id ES_ca93c52398ccfaf7a36ccf9edcd8bb3e
oai_identifier_str oai:docta.ucm.es:20.500.14352/21630
network_acronym_str ES
network_name_str España
repository_id_str
spelling Marketing experiencial: una aplicación a la experiencia de compra online en el sector modaLópez Moreno, Elisa658.8(043.2)MarketingMarketing5311.05 Marketing (Comercialización)Nowadays, we live in a "commoditized" world where consumers have also become more demanding, making the achievement of effective differentiation an increasingly tough task. This current market situation is forcing businesses to reinvent themselves and come up with new innovative strategies in the pursuit for success. In this context, a new paradigm called "Experiential Marketing" is strongly arousing, which aims to seduce these new customers engaging them emotionally, by optimizing the "own experience" they live around the products and services they consume. At the same time, we are witnessing a dramatic growth of ecommerce, mainly due to the increasing number of customers adopting this channel, a fact which is especially remarkable in the fashion industry. Both conditions together give rise to the central topic of this doctoral dissertation: “the online purchasing experience in the fashion industry”...Universidad Complutense de MadridBlasco López, María FranciscaUniversidad Complutense de Madrid20172017-01-1620172017-01-16doctoral thesishttp://purl.org/coar/resource_type/c_db06info:eu-repo/semantics/doctoralThesisapplication/pdfhttps://hdl.handle.net/20.500.14352/21630reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Españolspaopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/216302026-06-02T12:44:21Z
dc.title.none.fl_str_mv Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda
title Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda
spellingShingle Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda
López Moreno, Elisa
658.8(043.2)
Marketing
Marketing
5311.05 Marketing (Comercialización)
title_short Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda
title_full Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda
title_fullStr Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda
title_full_unstemmed Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda
title_sort Marketing experiencial: una aplicación a la experiencia de compra online en el sector moda
dc.creator.none.fl_str_mv López Moreno, Elisa
author López Moreno, Elisa
author_facet López Moreno, Elisa
author_role author
dc.contributor.none.fl_str_mv Blasco López, María Francisca
Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 658.8(043.2)
Marketing
Marketing
5311.05 Marketing (Comercialización)
topic 658.8(043.2)
Marketing
Marketing
5311.05 Marketing (Comercialización)
description Nowadays, we live in a "commoditized" world where consumers have also become more demanding, making the achievement of effective differentiation an increasingly tough task. This current market situation is forcing businesses to reinvent themselves and come up with new innovative strategies in the pursuit for success. In this context, a new paradigm called "Experiential Marketing" is strongly arousing, which aims to seduce these new customers engaging them emotionally, by optimizing the "own experience" they live around the products and services they consume. At the same time, we are witnessing a dramatic growth of ecommerce, mainly due to the increasing number of customers adopting this channel, a fact which is especially remarkable in the fashion industry. Both conditions together give rise to the central topic of this doctoral dissertation: “the online purchasing experience in the fashion industry”...
publishDate 2017
dc.date.none.fl_str_mv 2017
2017-01-16
2017
2017-01-16
dc.type.none.fl_str_mv doctoral thesis
http://purl.org/coar/resource_type/c_db06
dc.type.openaire.fl_str_mv info:eu-repo/semantics/doctoralThesis
format doctoralThesis
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/21630
url https://hdl.handle.net/20.500.14352/21630
dc.language.none.fl_str_mv Español
spa
language_invalid_str_mv Español
language spa
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad Complutense de Madrid
publisher.none.fl_str_mv Universidad Complutense de Madrid
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869419492052828160
score 15.300724

Registos relacionados