LUXURY MARKETING: DIGITAL MARKETING IMPACT ON CHAMPAGNE BRANDS

De La Iglesia Medina, Mirian

dc.contributor.author	De La Iglesia Medina, Mirian
dc.date.accessioned	2024-04-11T00:00:03Z
dc.date.available	2024-04-11T00:00:03Z
dc.date.issued	2024-04-05
dc.identifier.uri	https://hdl.handle.net/10115/32208
dc.description	Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Víctor Fernando Escribano Van Hoolwerff
dc.description.abstract	Most of the brands saw social media and internet as a means to reduce the spending in the campaigns. However, this has changed, and they are starting to see the many benefits it has, like gaining competitive advantage and increasing the engagement of the customers. The priorities of the consumer have changed after COVID-19, tailored experiences and strategies are what the consumer is searching for. Because of this, new trends have emerged. One of those trends is Phygital Marketing, which is the direct result of combining the words ¿digital¿ and ¿physical¿. Luxury companies rely on physical stores to offer unforgettable experiences, and this new trend has helped them benefit from the benefits of the online world. This research is done to understand the changes and adaptations that wine companies had to make, as well as to understand the consequences and their next steps from now on.
dc.language.iso	eng
dc.publisher	Universidad Rey Juan Carlos
dc.rights
dc.rights.uri
dc.subject	LUXURY MARKETING
dc.subject	ASPIRATIONAL MARKETING
dc.subject	LUXURY WINE
dc.subject	CHAMPAGNE
dc.subject	DIGITAL MARKETING
dc.subject	ECOMMERCE
dc.title	LUXURY MARKETING: DIGITAL MARKETING IMPACT ON CHAMPAGNE BRANDS
dc.type	info:eu-repo/semantics/studentThesis
dc.rights.accessRights	info:eu-repo/semantics/embargoedAccess