A chegada do inbound marketing ao mercado brasileiro

Detalhes bibliográficos
Autor(a) principal: Braulio, Diogo Ferreira de Almeida
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
Texto Completo: http://tede2.espm.br/handle/tede/368
Resumo: This research has as its theme the arrival of inbound marketing to the Brazilian, analyzing the behavior of the communication market in the country, which loses its strength in the application of strategies with intangible and non-numeric results, mainly in off-line acting, providing the rise of digital performance and the search for proven results in numbers as a need to apply the methodology. Thus, the general objective of this study is to analyze the introduction of inbound marketing in Brazil, seeking to identify the possible adaptations undergone for the application of the methodology in the national market, besides pointing out the variables of specific objectives as, to describe the points of involvement with the strategic implementation of the inbound marketing methodology in the Brazilian market and analyze the characteristics of the Brazilian market in the search for results and deadlines. The theoretical framework is based on the bibliography of Brian Halligan and Dharmesh Shah, who base their own methodology and report all the bases for the phases of importance within inbound marketing
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spelling Marques, LeonardoTeixeira, Eduardo Ariel de SouzaChataignier, Ronaldo de Souza Leite138.936.307-40http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8389592P2Braulio, Diogo Ferreira de Almeida2019-10-29T12:52:56Z2019-03-11Braulio, Diogo Ferreira de Almeida. A chegada do inbound marketing ao mercado brasileiro. 2019. [145 f.]. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, [Rio de Janeiro].http://tede2.espm.br/handle/tede/368This research has as its theme the arrival of inbound marketing to the Brazilian, analyzing the behavior of the communication market in the country, which loses its strength in the application of strategies with intangible and non-numeric results, mainly in off-line acting, providing the rise of digital performance and the search for proven results in numbers as a need to apply the methodology. Thus, the general objective of this study is to analyze the introduction of inbound marketing in Brazil, seeking to identify the possible adaptations undergone for the application of the methodology in the national market, besides pointing out the variables of specific objectives as, to describe the points of involvement with the strategic implementation of the inbound marketing methodology in the Brazilian market and analyze the characteristics of the Brazilian market in the search for results and deadlines. The theoretical framework is based on the bibliography of Brian Halligan and Dharmesh Shah, who base their own methodology and report all the bases for the phases of importance within inbound marketingEsta pesquisa tem como tema a chegada do inbound marketing ao mercado brasileiro, analisando o comportamento do mercado de comunicação no país, que perde sua força na aplicação de estratégias com resultados intangíveis e não numéricos, principalmente na atuação off-line, proporcionando a ascensão da atuação digital e da busca por resultados comprovados em números como uma necessidade de aplicação da metodologia. Assim, o objetivo geral deste estudo é analisar a introdução do inbound marketing no Brasil, buscando identificar as possíveis adaptações sofridas para a aplicação da metodologia no mercado nacional, além de apontar as variáveis de objetivos específicos, como descrever os pontos de envolvimento com a implementação estratégica da metodologia de inbound marketing na atuação de mercado no Brasil e analisar características do mercado brasileiro na busca por resultados e prazos. O referencial teórico tem como base principal a bibliografia de Brian Halligan e Dharmesh Shah, que fundamentam sua própria metodologia e reportam todo o embasamento para as fases de importância dentro do inbound marketingSubmitted by Tamara Cecilia Lombardi (tamara.lombardi@espm.br) on 2019-10-28T22:42:46Z No. of bitstreams: 1 BRAULIO, Diogo Ferreira de Almeida. A chegada do inbound marketing ao mercado brasileiro_08ago2019.pdf: 1188655 bytes, checksum: 6fb11b3dcaf29b6a8e7ff2d5deca7ed9 (MD5)Approved for entry into archive by Tamara Cecilia Lombardi (tamara.lombardi@espm.br) on 2019-10-28T22:43:02Z (GMT) No. of bitstreams: 1 BRAULIO, Diogo Ferreira de Almeida. A chegada do inbound marketing ao mercado brasileiro_08ago2019.pdf: 1188655 bytes, checksum: 6fb11b3dcaf29b6a8e7ff2d5deca7ed9 (MD5)Approved for entry into archive by Edson Sousa da Silva (edson.sousa@espm.br) on 2019-10-29T12:52:50Z (GMT) No. of bitstreams: 1 BRAULIO, Diogo Ferreira de Almeida. A chegada do inbound marketing ao mercado brasileiro_08ago2019.pdf: 1188655 bytes, checksum: 6fb11b3dcaf29b6a8e7ff2d5deca7ed9 (MD5)Made available in DSpace on 2019-10-29T12:52:56Z (GMT). No. of bitstreams: 1 BRAULIO, Diogo Ferreira de Almeida. A chegada do inbound marketing ao mercado brasileiro_08ago2019.pdf: 1188655 bytes, checksum: 6fb11b3dcaf29b6a8e7ff2d5deca7ed9 (MD5) Previous issue date: 2019-03-11application/pdfhttp://tede2.espm.br/retrieve/1128/BRAULIO%2c%20Diogo%20Ferreira%20de%20Almeida.%20A%20chegada%20do%20inbound%20marketing%20ao%20mercado%20brasileiro_08ago2019.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Gestão da Economia CriativaESPMBrasilESPM::Pós-Graduação Stricto Sensuinbound marketing; marketing de resultado; jornada do consumidorCIENCIAS SOCIAIS APLICADAS::ECONOMIAA chegada do inbound marketing ao mercado brasileiroThe arrival of inbound marketing to the Brazilian marketinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5059127625252930782500500600-4455193753091852328-2504903392600098822info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILBRAULIO, Diogo Ferreira de Almeida. 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dc.title.por.fl_str_mv A chegada do inbound marketing ao mercado brasileiro
dc.title.alternative.eng.fl_str_mv The arrival of inbound marketing to the Brazilian market
title A chegada do inbound marketing ao mercado brasileiro
spellingShingle A chegada do inbound marketing ao mercado brasileiro
Braulio, Diogo Ferreira de Almeida
inbound marketing; marketing de resultado; jornada do consumidor
CIENCIAS SOCIAIS APLICADAS::ECONOMIA
title_short A chegada do inbound marketing ao mercado brasileiro
title_full A chegada do inbound marketing ao mercado brasileiro
title_fullStr A chegada do inbound marketing ao mercado brasileiro
title_full_unstemmed A chegada do inbound marketing ao mercado brasileiro
title_sort A chegada do inbound marketing ao mercado brasileiro
author Braulio, Diogo Ferreira de Almeida
author_facet Braulio, Diogo Ferreira de Almeida
author_role author
dc.contributor.advisor1.fl_str_mv Marques, Leonardo
dc.contributor.referee1.fl_str_mv Teixeira, Eduardo Ariel de Souza
dc.contributor.referee2.fl_str_mv Chataignier, Ronaldo de Souza Leite
dc.contributor.authorID.fl_str_mv 138.936.307-40
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8389592P2
dc.contributor.author.fl_str_mv Braulio, Diogo Ferreira de Almeida
contributor_str_mv Marques, Leonardo
Teixeira, Eduardo Ariel de Souza
Chataignier, Ronaldo de Souza Leite
dc.subject.por.fl_str_mv inbound marketing; marketing de resultado; jornada do consumidor
topic inbound marketing; marketing de resultado; jornada do consumidor
CIENCIAS SOCIAIS APLICADAS::ECONOMIA
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::ECONOMIA
description This research has as its theme the arrival of inbound marketing to the Brazilian, analyzing the behavior of the communication market in the country, which loses its strength in the application of strategies with intangible and non-numeric results, mainly in off-line acting, providing the rise of digital performance and the search for proven results in numbers as a need to apply the methodology. Thus, the general objective of this study is to analyze the introduction of inbound marketing in Brazil, seeking to identify the possible adaptations undergone for the application of the methodology in the national market, besides pointing out the variables of specific objectives as, to describe the points of involvement with the strategic implementation of the inbound marketing methodology in the Brazilian market and analyze the characteristics of the Brazilian market in the search for results and deadlines. The theoretical framework is based on the bibliography of Brian Halligan and Dharmesh Shah, who base their own methodology and report all the bases for the phases of importance within inbound marketing
publishDate 2019
dc.date.accessioned.fl_str_mv 2019-10-29T12:52:56Z
dc.date.issued.fl_str_mv 2019-03-11
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.citation.fl_str_mv Braulio, Diogo Ferreira de Almeida. A chegada do inbound marketing ao mercado brasileiro. 2019. [145 f.]. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, [Rio de Janeiro].
dc.identifier.uri.fl_str_mv http://tede2.espm.br/handle/tede/368
identifier_str_mv Braulio, Diogo Ferreira de Almeida. A chegada do inbound marketing ao mercado brasileiro. 2019. [145 f.]. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, [Rio de Janeiro].
url http://tede2.espm.br/handle/tede/368
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dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
dc.publisher.program.fl_str_mv Programa de Mestrado Profissional em Gestão da Economia Criativa
dc.publisher.initials.fl_str_mv ESPM
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv ESPM::Pós-Graduação Stricto Sensu
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
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