O e-commerce no mercado da informação case IBOPE Media

• Autor(a) principal: Cruz, Rogério Gomes da
• Data de Publicação: 2015
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/29174
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; E-commerce; Informação; Mercado da informação; Marketing digital; IBOPE; E-commerce; Information; Marketing information; Digital marketing; IBOPE

This study was developed with the aim of presenting how services are marked over the Internet by companies which operate in the information market can be used as sources for value creation, and therefore, building competitive advantage. The company chosen as the object of this study was the IBOPE Media, a leader company in its segment: Media Research. To outline the digital marketing strategies, specifically the e-commerce of this company, this study gathered concepts related to information and digital marketing market, highlighting the internet marketing services tools. These concepts guided the interpretation of data in the e-commerce analysis of this company, besides of identify the objective established, by it with this type of sales channel. Interviews with professionals responsible for the Marketing also allowed a complementary view in relation to the e-commerce company. It was possible with this study to understand the possibilities of implementation of e-commerce for companies which operates in the information market, identify what are the advantages and disadvantages of these tools for companies and conclude that e-commerce has become an instrument of business facilitator to these company