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La realidad virtual y la realidad aumentada en el proceso de marketing

Author

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  • Otegui Castillo, Josu

Abstract

[ES] La Realidad Virtual y la Realidad Aumentada son tecnologías que están despertando actualmente un gran interés en muchas empresas por su enorme potencial estratégico. Esto se debe a las posibilidades que ofrecen para penetrar en la mente del consumidor a través de experiencias visuales llamativas, proporcionar un valor añadido y diferenciarse de la competencia. En este Trabajo de Fin de Grado se realiza un análisis teórico de ambas tecnologías, conectándolas con las distintas etapas del proceso de marketing, y se muestra desde una perspectiva práctica el tratamiento que están recibiendo por parte de numerosas empresas.

Suggested Citation

  • Otegui Castillo, Josu, 2017. "La realidad virtual y la realidad aumentada en el proceso de marketing," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
    • Handle: RePEc:ehu:rdadme:24910
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    File URL: https://addi.ehu.es/handle/10810/24910
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