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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

O uso do m?bile marketing como estrat?gia de fideliza??o de clientes :um estudo e empresas do setor de com?rcio e servi?os em natal-RN

Nascimento, Samara Cintia Mendes do 31 July 2008 (has links)
Made available in DSpace on 2014-12-17T13:53:19Z (GMT). No. of bitstreams: 1 SamaraCMN.pdf: 406492 bytes, checksum: f19dc4472be37ff251247e9cb8f90ab0 (MD5) Previous issue date: 2008-07-31 / This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process / O presente estudo tem como objetivo compreender os efeitos do uso do mobile marketing como ferramenta de relacionamento para as empresas que atuam localmente, devido a pouca divulga??o e conhecimento desta nova ferramenta de marketing, assim como da escassez de estudos nesta ?rea. Trata-se de um estudo explorat?rio e qualitativo, com base em fontes prim?rias, levantadas atrav?s de livros, artigos na ?rea de marketing e ?rg?os de setor de telecomunica??es al?m de fontes secund?rias. Realizou-se entrevista semi-estruturada junto aos gerentes de empresas dos setores de com?rcio e servi?os que atuam em Natal-RN. Os avan?os na ?rea tecnol?gica permitem uma discuss?o importante voltada para o marketing nesse cen?rio de novas tecnologias de comunica??o. Verifica-se que a ado??o e o uso do mobile marketing pelas empresas locais j? ? uma realidade e as empresas est?o antenadas ?s mudan?as e inova??es tecnol?gicas acess?veis, sobretudo no que se refere ? telefonia m?vel, bem como a converg?ncia com outras m?dias. Constata-se, por?m, que o uso das tecnologias proporcionadas pelo mobile marketing ainda est? limitado ao envio de mensagens de texto (SMS), apesar das in?meras possibilidades de utiliza??o desse ve?culo de comunica??o. Al?m disso, os resultados obtidos com o uso do mobile marketing mostram que as empresas conseguem identific?-los, por?m n?o h? um acompanhamento efetivo em termos quantitativos e financeiros. Apenas afetam o incremento das vendas e corrobora para o avan?o na fideliza??o com clientes. Percebe-se que a mentalidade de n?o mensura??o de resultados continua mesmo no plano de mudan?as e inova??es tecnol?gicas. Os dados autorizam afirmar que o mobile marketing ? uma realidade, no entanto ainda n?o se firmou enquanto ferramenta de realiza??o de campanhas de marketing e ferramenta de fideliza??o de clientes, n?o obstante apresentar um amplo leque de possibilidades para dinamizar e tornar mais efetivo o processo de marketing das empresas

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