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Abstract(s)
Este projeto parte do conceito de marketing relacional para aprofundar conceitos e práticas necessárias à implementação de uma estratégia de comunicação, tendo em vista a fidelização de clientes, em empresas de pequena dimensão, as designadas Pequenas e Médias Empresas (PME’s). Tendo por base autores de referência como Kotler, Aaker e as publicações da Escola Nórdica de Serviços em que se destaca o contributo de Gröonroos, procurámos adquirir um maior conhecimento da filosofia de marketing relacional e dos conceitos que lhe estão agregados, nomeadamente relacionamento (engagement), fidelização e marketing mix para, na II Parte deste projeto, partirmos para a aplicação destes conceitos a uma empresa de merchandising sedeada em Viseu, a Megabrinde, que não tem qualquer estratégia de comunicação delineada, construindo-lhe um plano de comunicação para um ano, aumentando a sua visibilidade mas, sobretudo, procurando fomentar a fidelização dos clientes da empresa.
This project starts from the concept of engagement marketing to deepen the concepts and practices necessary to implement a communication strategy, with a view to customer loyalty, in small companies, called PME based on reference authors such as Kotler, Aaker and the publications of the Nordic School of Services, in which Gröonros' contribution is highlighted, we have sought to gain a better knowledge of the engagement marketing philosophy and of the concepts that are added to it, namely, engagement, loyalty and marketing mix so that, in Part II of this project, we start to apply these concepts to a merchandising company headquartered in Viseu, Megabrinde, which doesn’t have any communication strategy outlined, building a communication plan for a year, increasing its visibility but, above all, seeking to promote the loyalty of the company's customers.
This project starts from the concept of engagement marketing to deepen the concepts and practices necessary to implement a communication strategy, with a view to customer loyalty, in small companies, called PME based on reference authors such as Kotler, Aaker and the publications of the Nordic School of Services, in which Gröonros' contribution is highlighted, we have sought to gain a better knowledge of the engagement marketing philosophy and of the concepts that are added to it, namely, engagement, loyalty and marketing mix so that, in Part II of this project, we start to apply these concepts to a merchandising company headquartered in Viseu, Megabrinde, which doesn’t have any communication strategy outlined, building a communication plan for a year, increasing its visibility but, above all, seeking to promote the loyalty of the company's customers.
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Keywords
Marketing relacional Cliente Comunicação de marketing Megabrinde Engagement marketing Loyalty Marketing communication Megabrinde Fidelização Customer