The evolution of marketing strategies in the digitalized era: online meets offline

Mezzetti, Leonardo (A.A. 2021/2022) The evolution of marketing strategies in the digitalized era: online meets offline. Tesi di Laurea in Customer intelligence & big data, Luiss Guido Carli, relatore Giuseppe Francesco Italiano, pp. 82. [Master's Degree Thesis]

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Technological innovation. Modern era and innovation. A brief history of innovation. Types of innovation. Sources of innovation. Marketing traditional media revolution. Marketing definition and traditional marketing. Change to modern marketing. Different stages of marketing. Digital marketing. Big data marketing. Artificial intelligence. Metaverse. Covid-19 digitalization process acceleration. Socio-economic environment changes during the pandemic. Digitalization of companies during the Covid-19 era. Smart working implications. Gen Z. Ecological and digital transition: two sides of the same coin. The comeback of user-centered marketing. Technology as a tool. N26: when the strategy is 100% digital. The comeback to a new brick and mortar. Amazon GO: the new digital brick and mortar.


Bibliografia: pp. 78-80. Sitografia: p. 81.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair: Customer intelligence & big data
Thesis Supervisor: Italiano, Giuseppe Francesco
Thesis Co-Supervisor: Querini, Marco
Academic Year: 2021/2022
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 23 Feb 2023 11:44
Last Modified: 23 Feb 2023 11:44


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