Customer relationship management field lab at PCDIGA: marketing campaigns

• Autor(a) principal: Oliveira, Joana Neto de Almeida Furtado de
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/68970
• topic: CRM; Marketing campaigns; E-mail; Social media; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The appearance and development of the Internet created a new paradigm in the marketing area, where companies are becoming increasingly focused on developing a customer centricity strategy in order to create a more engaging relationship with the customers. This Work Project aims to analyse, measure and evaluate the impact of PCDIGA’s communication channels and respective strategies to establish contact with their customers, namely through marketing campaigns via e-mail or social media platforms. According to the data collected and knowledge gathered, some recommendations, suggestion for improvements and initiatives were proposed in order to align with a customer-centric strategy.