A customer-oriented, research-based marketing plan for indiecoach

Detalhes bibliográficos
Autor(a) principal: Gupta, Julien
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/23390
Resumo: This dissertation aims to develop a customer-oriented, research based marketing plan for indiecoach, a start-up project that was developed by three Nova students (one of them being the author) during the previous two semesters. Besides presenting the necessary theoretical background knowledge, a PESTLE analysis is conducted together with a target group analysis. Subsequently, the two recent frameworks of Lemon and Verhoef (2016) and Batra and Keller (2016) are used to develop the customer journey map of indiecoach, together with a marketing communications strategy that is based on the respective stage of the customer’s journey.
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spelling A customer-oriented, research-based marketing plan for indiecoachOnline marketingCustomer behaviorCustomer journeyIntegrated marketing communicationsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis dissertation aims to develop a customer-oriented, research based marketing plan for indiecoach, a start-up project that was developed by three Nova students (one of them being the author) during the previous two semesters. Besides presenting the necessary theoretical background knowledge, a PESTLE analysis is conducted together with a target group analysis. Subsequently, the two recent frameworks of Lemon and Verhoef (2016) and Batra and Keller (2016) are used to develop the customer journey map of indiecoach, together with a marketing communications strategy that is based on the respective stage of the customer’s journey.Martinez, Luís FructuosoRUNGupta, Julien2018-01-20T01:30:26Z2017-01-202017-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10362/23390TID:201715112enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:11:41Zoai:run.unl.pt:10362/23390Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:27:47.416845Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv A customer-oriented, research-based marketing plan for indiecoach
title A customer-oriented, research-based marketing plan for indiecoach
spellingShingle A customer-oriented, research-based marketing plan for indiecoach
Gupta, Julien
Online marketing
Customer behavior
Customer journey
Integrated marketing communications
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short A customer-oriented, research-based marketing plan for indiecoach
title_full A customer-oriented, research-based marketing plan for indiecoach
title_fullStr A customer-oriented, research-based marketing plan for indiecoach
title_full_unstemmed A customer-oriented, research-based marketing plan for indiecoach
title_sort A customer-oriented, research-based marketing plan for indiecoach
author Gupta, Julien
author_facet Gupta, Julien
author_role author
dc.contributor.none.fl_str_mv Martinez, Luís Fructuoso
RUN
dc.contributor.author.fl_str_mv Gupta, Julien
dc.subject.por.fl_str_mv Online marketing
Customer behavior
Customer journey
Integrated marketing communications
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Online marketing
Customer behavior
Customer journey
Integrated marketing communications
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This dissertation aims to develop a customer-oriented, research based marketing plan for indiecoach, a start-up project that was developed by three Nova students (one of them being the author) during the previous two semesters. Besides presenting the necessary theoretical background knowledge, a PESTLE analysis is conducted together with a target group analysis. Subsequently, the two recent frameworks of Lemon and Verhoef (2016) and Batra and Keller (2016) are used to develop the customer journey map of indiecoach, together with a marketing communications strategy that is based on the respective stage of the customer’s journey.
publishDate 2017
dc.date.none.fl_str_mv 2017-01-20
2017-01-20T00:00:00Z
2018-01-20T01:30:26Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/23390
TID:201715112
url http://hdl.handle.net/10362/23390
identifier_str_mv TID:201715112
dc.language.iso.fl_str_mv eng
language eng
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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