Massimo dutti : the digital marketing plan of a brand within INDITEX Group /

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 presenc...

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Bibliographic Details
Main Author:	Matosas-López, Luis (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	Sage business cases.
Subjects:	Internet marketing > Case studies. Branding (Marketing) > Case studies. Marketing sur Internet > Études de cas. Stratégie de marque > Études de cas. Branding (Marketing) Internet marketing Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
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.
Physical Description:	1 online resource : illustrations.
ISBN:	9781071919637 1071919636