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Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review

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dc.contributor.advisorRobayo Pinzón, Óscar Javier
dc.creatorReinoso Triana, Sara Angélica
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.date.accessioned2025-01-16T16:54:01Z
dc.date.available2025-01-16T16:54:01Z
dc.date.created2024-12-12
dc.date.embargoEndinfo:eu-repo/date/embargoEnd/2027-01-17
dc.descriptionEsta es una investigación de alcance en donde se usó el método PRISMA para identificar los diferentes artículos y documentos necesarios que se utilizaran para poder analizar las diferentes estrategias de marketing que se están utilizando recientemente en el mundo de la moda. Se utilizan artículos sin limitación geográfica, es decir, encontramos artículos basados en diferentes países y continentes, lo cual ayuda a tener una visión más amplia del tema. Por otro lado se logra identifica un patrón de temas entre la información encontrada entre todos los artículos utilizados para hacer la revisión de alcance, por tanto se dividen los hallazgos de estrategias entre 4 temas, Social Media and E-Commerce, AI Introduction, Segmentation and Personalization and Sustainability.
dc.description.abstractThis is scoping research where the PRISMA method was used to identify the different articles and documents necessary to be used to analyze the different marketing strategies that are being used recently in the fashion world. Articles without geographical limitations are used, that is, we find articles based on different countries and continents, which helps to have a broader view of the topic. On the other hand, a pattern of topics is identified among the information found in all the articles used to do the scoping review, therefore the strategy findings are divided into 4 topics: Social Media and E-Commerce, AI Introduction, Segmentation and Personalization and Sustainability.
dc.format.extent49 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_44720
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/44720
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/embargoedAccess
dc.rights.accesoRestringido (Temporalmente bloqueado)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMarketing
dc.subjectEstrategias
dc.subjectIndustria de la moda
dc.subjectModa
dc.subjectConsumidor
dc.subjectGlobal
dc.subject.keywordMarketing
dc.subject.keywordStrategies
dc.subject.keywordFashion industry
dc.subject.keywordFashion
dc.subject.keywordConsumer
dc.subject.keywordWorldwide
dc.titleAnalysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review
dc.title.TranslatedTitleAnálisis de las estrategias de marketing utilizadas en la industria de la moda en los últimos años, una revisión de alcance global
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaArtículo
local.department.reportEscuela de Administración
local.regionesBogotá
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