Titre : |
Today’s customer decision journey for luxury watch companies: Case study Rolex |
Type de document : |
Mémoire |
Auteurs : |
Yannik ORYE, Auteur |
Année de publication : |
2016 |
Importance : |
46 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMMERCE ELECTRONIQUE ; COMMUNICATION ; DECISION ; INTERNET ; PRODUIT DE LUXE
|
Résumé : |
The purpose of this master thesis is to create a recommended customer decision journey with related digital touch points that a customer should go through when buying a Rolex. The watch industry is lagging behind in the digital era. This model needs to help Rolex becoming a successful digital player that reaches the luxury customer of the future.
A good case (Burberry) will be compared to a company that is still trying to improve (Tiffany) and will finally be compared to Rolex. |
Programme : |
MSc International Master in Luxury Management |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=217796 |