Pérez Fernández, Carolina2023-11-212023-11-212023-11-15https://hdl.handle.net/10115/26221Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Esther Alicia González ArnedoDuring this project, I have analyzed Korea¿s marketing and business landscape. The most accurate way of developing a productive and beneficial marketing campaign has a tight relation with Korean tradition and society¿s way of thinking but also with the technological and digital development, which is one of the main points companies in Korea focus on. Due to this we have also exposed the most actual tendencies of marketing in Korea without forgetting the exhaustive analysis of consumers¿ purchase process. Digital marketing has gain importance that is why during this study, we will also explain how this digital marketing strategies affect in the way marketing campaigns are managed having a starring role in them.engSouth Korean Marketingbusiness in KoreaMarketing in AsiaKorean marketKorean consumer's behaviourKorean prodcutsKorean advertisementKorean Marketinginfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess