CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS

Bibliographic Details
Main Author: Ramalho, Bóris Micael Pereira Brás
Publication Date: 2021
Format: Master thesis
Language: por
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: https://hdl.handle.net/10316/100753
Summary: Relatório de Estágio do Mestrado em Marketing apresentado à Faculdade de Economia
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESSCUSTOMER RELATIONSHIP MANAGEMENT ON THE BUSINESS-TO-BUSINESS MARKETCustomer Relationship Management (CRM)Business to Business (B2B)Business to Costumer (B2C)Marketing RelacionalMarketing de serviçosCustomer Relationship Management (CRM)Business to Business (B2B)Business to Costumer (B2C)Relationship MarketingService MarketingRelatório de Estágio do Mestrado em Marketing apresentado à Faculdade de EconomiaO seguinte relatório tem como função sintetizar aquilo que foi o estágio curricular desenvolvido no âmbito do Mestrado em Marketing da Faculdade de Economia da Universidade de Coimbra. Para tal serão primeiramente identificados, o local do estágio, a start-up espanhola BrioAgro, uma empresa que trabalha em prestação de serviços Business-to-Business, e também uma justificativa para a realização deste estágio e os objetivos propostos para o mesmo, em seguida será apresentada uma breve revisão teórica da literatura relevante para o tema em foco neste estágio. Esta revisão teórica vai apoiar-se essencialmente nos conceitos de Business-to-Business(B2B), abordando questões como segmentação de mercado em B2B, e as diferenças deste tipo de mercado para o mercado Business-to-Costumer(B2C), Customer Relationship Management (CRM), e de Marketing Relacional, tentando oferecer algumas noções daquilo que significa cada um e daquilo a que a investigação neste campo tem alcançado. De seguida haverá um foco naquilo que foi, mais concretamente, o estágio, explicando quais as funções desempenhadas na BrioAgro, como a análise de mercado e de concorrência, ou de como foi feita a comunicação entre a BrioAgro e os seus clientes, ou potenciais clientes, e quais as ferramentas utilizadas, e para terminar, um momento de reflexão, a essencial análise crítica daquilo que foi este estágio, identificando as principais dificuldades, as competências adquiridas pelo mestrando, as contribuições deste para a entidade de acolhimento e alguma consideração a expor sobre o funcionamento da BrioAgro.The following report has the goal of summarizing what was the curricular internship developed under the master’s in marketing at the Faculty of Economics of the University of Coimbra. To this end, it will first be identified the location of the internship, the Spanish start-up BrioAgro, an IT service providing company that works on a Business-to-Business model, as well as a justification for carrying out this internship and the proposed objectives for it, right after this, there will be a brief theoretical review of the relevant literature for the topics in focus during this internship. This theoretical review will be based essentially on the concepts of Business-to-Business (B2B) approaching question like the market segmentation in B2B, and differences between this type of market and the Business-to-Consumer(B2C) market, Customer Relationship Management (CRM), and Relatioship Marketing, trying to offer some notions of what each one means and of what the research in this field has granted us. Then there will be a focus on what was, in detail, the internship, explaining the tasks taken on with BrioAgro, such as market and competition analysis, or the way communication between BrioAgro and their costumer, or potential costumers was maintained, and finally, a moment of reflection, with an essential critical analysis of what happened in this internship, identifying the main difficulties felt, the acquired competences as the intern, what contribution the student was able to offer to the host organization, and showing possibly some suggestion regarding how BrioAgro works.2021-11-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttps://hdl.handle.net/10316/100753https://hdl.handle.net/10316/100753TID:203033540porRamalho, Bóris Micael Pereira Brásinfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2022-07-09T20:35:33Zoai:estudogeral.uc.pt:10316/100753Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T05:49:57.040331Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS
CUSTOMER RELATIONSHIP MANAGEMENT ON THE BUSINESS-TO-BUSINESS MARKET
title CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS
spellingShingle CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS
Ramalho, Bóris Micael Pereira Brás
Customer Relationship Management (CRM)
Business to Business (B2B)
Business to Costumer (B2C)
Marketing Relacional
Marketing de serviços
Customer Relationship Management (CRM)
Business to Business (B2B)
Business to Costumer (B2C)
Relationship Marketing
Service Marketing
title_short CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS
title_full CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS
title_fullStr CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS
title_full_unstemmed CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS
title_sort CUSTOMER RELATIONSHIP MANAGEMENT NO MERCADO BUSINESS-TO-BUSINESS
author Ramalho, Bóris Micael Pereira Brás
author_facet Ramalho, Bóris Micael Pereira Brás
author_role author
dc.contributor.author.fl_str_mv Ramalho, Bóris Micael Pereira Brás
dc.subject.por.fl_str_mv Customer Relationship Management (CRM)
Business to Business (B2B)
Business to Costumer (B2C)
Marketing Relacional
Marketing de serviços
Customer Relationship Management (CRM)
Business to Business (B2B)
Business to Costumer (B2C)
Relationship Marketing
Service Marketing
topic Customer Relationship Management (CRM)
Business to Business (B2B)
Business to Costumer (B2C)
Marketing Relacional
Marketing de serviços
Customer Relationship Management (CRM)
Business to Business (B2B)
Business to Costumer (B2C)
Relationship Marketing
Service Marketing
description Relatório de Estágio do Mestrado em Marketing apresentado à Faculdade de Economia
publishDate 2021
dc.date.none.fl_str_mv 2021-11-30
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 https://hdl.handle.net/10316/100753
https://hdl.handle.net/10316/100753
TID:203033540
url https://hdl.handle.net/10316/100753
identifier_str_mv TID:203033540
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833602488440193024

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