New consumers and new technologies : How to manage them through marketing inside malls ?
Thèse Anglais Document électronique Master 22 pages
This thesis discusses the following questions : Who are the new consumer born with the digital area and how can you analyze them with new technologies? What are the new marketing tools for shopping centers to make them come, stay and buy ?
The topic of this work is holding on the key issue of thinking new marketing solutions to involve and encourage the millennials generation to go and shop into malls. In other words, our work is focusing on how understanding more specifically the expectations and the needs of this type of consumers to increase their act of purchase in malls. The millennial generation of consumers is used to Internet and to e-shopping. Then, the aim of this paper is to underline the characteristics of this new gen...
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