Massimo dutti : the digital marketing plan of a brand within INDITEX Group / Luis Matosas-López.

Format:

Book

Author/Creator:

Matosas-López, Luis, author.

Series:

SAGE Business Cases.

Sage business cases

Language:

English

Subjects (All):

Internet marketing--Case studies.

Internet marketing.

Branding (Marketing)--Case studies.

Branding (Marketing).

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2023.

Summary:

Textiles are a particularly competitive industry due to their global nature, intense international trade activity, and the unstoppable digitization in the market. Digital marketing plans have become a crucial element in the textile industry, even more so when it comes to global brands with a presence in many countries. This case invites students to put themselves in the shoes of an executive of the brand Massimo Dutti, one of the main brands of the well-known textile group INDITEX, an international business cluster established in Spain. In the case, students will reflect not only on the best way to manage some of the most common digital communication instruments at the moment, but also on how to approach brand management from an international perspective.

Notes:

Description based on XML content.

ISBN:

1-0719-1963-6

9781071919637

OCLC:

1382591463