Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Subject "Comércio eletrônico"
Now showing items 1-5 of 5
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An applied study of digital retail
2016-09-19In the past two decades the importance of the digital economy worldwide, retail in particular, has increased exponentially, in terms of value it generates and academic debate it spurs. The latter is represented by a vast ... -
Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil
2016-02-17Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and ... -
The online distribution strategy of luxury products and their vertical extensions
2014-11-14Uma importante tendência do mercado de luxo é a extensão de marca em um novo segmento de mercado por meio da chamada extensão vertical, que pode ser para cima ou para baixo. Em outras palavras, significa que a organização ... -
Structuring a startup's operations in an emerging market
2016-02-08The present work analyzes the establishment of a startup’s operations and the structuring all of the processes required to start up the business, launch the platform and keep it working. The thesis’ main focus can therefore ... -
Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns
2013-11-04The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the ...
