To what extent is experiental marketing the renewal of customers experience in the digital age ? A study focused on the cosmetics sector / Agathe PLANCHAIS / 2023

Titre : To what extent is experiental marketing the renewal of customers experience in the digital age ? A study focused on the cosmetics sector Type de document : Mémoire Auteurs : Agathe PLANCHAIS, Auteur Année de publication : 2023 Importance : 40 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management MARKETING EXPERIENTIEL ; TECHNOLOGIE ; GESTION DE LA RELATION CLIENT Résumé : The aim of this dissertation is to immerse ourselves in the heart of an exciting ecosystem that is changing rapidly: the cosmetics industry. Indeed, since the health crisis of 2019, the world of beauty is continually reinventing itself through science and technology, offering new shopping experiences both online and in-store. According to the L'Oréal Group's General Management, "a future fuelled by data, tech and artificial intelligence" is taking shape (L'Oréal Annual Report, 2022), creating new experiential marketing strategies, but does this future suit the "new consumer"? Indeed, major societal changes generated by the accelerating adoption of digital technology, as well as by the health and environmental crisis, have profoundly altered the behaviour and habits of today's consumers, who no longer have the same expectations of brands as before. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581937