Velosa, JorgeDegiorgi, Laura2020-11-162022-01-042020-01-242019-12-30http://hdl.handle.net/10362/107201Nowadays, consumers can make their purchasing decisions nearly every twist, turn and click they make. Bearers of new prerogatives consumers have risen their expectations in terms of customization, sociability, and accessibility. Following new communication approaches,companies in every market need to correctly understand the offline and online consumer’s touchpoints and define new types of decision journeys.The beauty Italian market is still by nature very much tied to the traditional channels, and for this reasonis essential for Estée Lauderto leverage online and offline integrated strategies,enabling the consumer to purchase offline while being connected to the online world.engOnline and offline marketing communicationOmnichannel retailingPremium beauty marketEstée lauder Italymaster thesis202496236