Skip to Main content Skip to Navigation
Master Thesis

Le marketing digital appliqué aux points de vente physique : un atout pour développer sa notoriété et sa clientèle

Abstract : Nowadays, we count more than 3.42 billion of internet users around the world, that is to say almost the half of the global population. This number illustrates well the digital extent. Logically, after the customers, the companies entered the internet sphere. They are numerous to be totally based on digital device, but some of them also have an activity based on a physical point of sale. Could physical companies, as a restaurant or a grocery, increase their reputation or customers thanks to digital display? Could they use it to stand out within a competitive environment? What are the new possibilities the digital display offers to them? We answered these questions focusing on the digital use and its benefits for a physical business. Then on the evolutions it produced and its impact on a local shop. Finally, approaching the ideas of omnichannel, phygital and the linked risks.
Document type :
Master Thesis
Complete list of metadatas

Cited literature [60 references]  Display  Hide  Download

https://dumas.ccsd.cnrs.fr/dumas-02367561
Contributor : Grenoble Iae <>
Submitted on : Monday, November 18, 2019 - 9:37:26 AM
Last modification on : Wednesday, July 15, 2020 - 10:10:03 AM

File

POSA_Morgan_mémoire.pdf
Files produced by the author(s)

Licence


Distributed under a Creative Commons Attribution - NonCommercial - NoDerivatives 4.0 International License

Identifiers

  • HAL Id : dumas-02367561, version 1

Citation

Morgan Posa. Le marketing digital appliqué aux points de vente physique : un atout pour développer sa notoriété et sa clientèle. Gestion et management. 2019. ⟨dumas-02367561⟩

Share

Metrics

Record views

383

Files downloads

423