Ceddia, Claudia (A.A. 2022/2023) Innovation and data as tool: the importance of digital sales channel: the Amazon Pay per click (PPC) case. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 97. [Master's Degree Thesis]

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Abstract/Index

Overview of digital marketing. History and developments of the digital sales channels. Analyisis of digital marketing strategies and relevant advantages. SWOT and PEST analysis for digital marketing. Theoretical framework. Literature review. A research framework for digital marketing communication. Research question & framework. Case study. Introduction of the Amazon company and its digital marketing strategy. The revolutionary PPC Amazon strategy. Analysis and findings. Data collection. Descriptive analysis and findings.

References

Bibliografia: pp. 80-84. Sitografia: pp. 85-87.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Advanced marketing management
Thesis Supervisor:	Mazzù, Marco Francesco
Thesis Co-Supervisor:	Marengo, Luigi
Academic Year:	2022/2023
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	09 Jan 2024 10:17
Last Modified:	09 Jan 2024 10:17
URI:	https://tesi.luiss.it/id/eprint/37408

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