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Abstract(s)
Este trabalho final de mestrado visa a compreensão das necessidades das microempresas portuguesas na implementação de um marketing ajustado aos seus objetivos, com foco no papel das agências de comunicação nesse contexto. Com este propósito, foram conduzidas 8 entrevistas a microempresas de diferentes setores, que, posteriormente, foram analisadas através de uma análise temática. Diante dos desafios específicos enfrentados por essas empresas, como limitações financeiras e falta de conhecimento em marketing, as agências de comunicação surgem como aliadas cruciais na implementação de estratégias eficazes e ajustadas às necessidades das microempresas. Este estudo destacou a necessidade de soluções acessíveis e eficazes de marketing, bem como a importância do conhecimento especializado para os gestores. Além disso, enfatizou a necessidade de personalização das estratégias de marketing para cada microempresa, adaptando-as aos seus objetivos e valores específicos.
This final master's work aims to understand the needs of Portuguese microenterprises in implementing marketing adjusted to their objectives, focusing on the role of communication agencies in this context. For this purpose, 8 interviews were conducted with micro-enterprises from different sectors, which were subsequently analyzed through a thematic analysis. Faced with the particular challenges encountered by these companies, such as financial constraints and a lack of marketing expertise, communication agencies emerge as crucial allies in implementing effective strategies tailored to the needs of micro-enterprises. This study highlighted the need for affordable and effective marketing solutions, as well as the importance of specialized knowledge for managers. Furthermore, it emphasized the need to personalize marketing strategies for each micro-enterprise, adapting them to their specific objectives and values.
This final master's work aims to understand the needs of Portuguese microenterprises in implementing marketing adjusted to their objectives, focusing on the role of communication agencies in this context. For this purpose, 8 interviews were conducted with micro-enterprises from different sectors, which were subsequently analyzed through a thematic analysis. Faced with the particular challenges encountered by these companies, such as financial constraints and a lack of marketing expertise, communication agencies emerge as crucial allies in implementing effective strategies tailored to the needs of micro-enterprises. This study highlighted the need for affordable and effective marketing solutions, as well as the importance of specialized knowledge for managers. Furthermore, it emphasized the need to personalize marketing strategies for each micro-enterprise, adapting them to their specific objectives and values.
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Keywords
Marketing Microempresas Agências de comunicação Microenterprises Communication agencies