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A dissertação que se apresenta debruça-se sobre o estudo do contributo das
estratégias de marketing na criação de valor para a marca utilizando como estudo de caso
a marca CUF.
A investigação foi feita através do levantamento de todas as estratégias e
mecanismos de comunicação utilizadas e desenvolvidas pela marca CUF e da posterior
análise da sua contribuição para o valor para a marca tendo por base a revisão da literatura
elaborada.
Assim, esta investigação partiu de uma revisão da literatura que pretendeu
averiguar, em primeiro lugar, quais as principais tendências atuais do marketing e de
seguida as principais características e especificidades inerentes ao marketing de serviços
e, nomeadamente, ao marketing na saúde. Por fim, foi feita uma abordagem ao conceito
de marca.
O trabalho empírico assentou numa abordagem interpretativista. Foi elaborada
uma grelha de análise que permitiu o estudo detalhado de cada estratégia de comunicação,
interna e externa tendo como referência todas as teorias abordadas na revisão da literatura.
Esta análise permitiu concluir que as estratégias de marketing desenvolvidas pela
CUF contribuem para a criação de valor da marca na medida em que têm em conta as
necessidades e os desejos dos seus consumidores, as tendências atuais do marketing, bem
como as especificidades que caracterizam os serviços de saúde.
This study discusses the contribute of the marketing strategies for the brand equity and applies a study case, the brand CUF. This research was developed by gathering all the marketing strategies developed by the brand CUF and, after that, by the analysis of their contribution for the brand equity, based in the literature review previously made. Thus, this research started by a literature review that intent to look into the marketing tendencies and to look into the characteristics and the particularities of services marketing and healthcare marketing. After that, it was made a study around the concept of brand. The empirical work followed an interpretativist approach.It was made an analysis gride that intent to analyse each and every strategy of internal and external communication based on the literature review. The conclusion of this analysis is that the marketing startegies developed by CUF contibute for the brand equity once they take into consideration the wants and needs of the consumers, the marketing tendencies and the particular characteristics of health services.
This study discusses the contribute of the marketing strategies for the brand equity and applies a study case, the brand CUF. This research was developed by gathering all the marketing strategies developed by the brand CUF and, after that, by the analysis of their contribution for the brand equity, based in the literature review previously made. Thus, this research started by a literature review that intent to look into the marketing tendencies and to look into the characteristics and the particularities of services marketing and healthcare marketing. After that, it was made a study around the concept of brand. The empirical work followed an interpretativist approach.It was made an analysis gride that intent to analyse each and every strategy of internal and external communication based on the literature review. The conclusion of this analysis is that the marketing startegies developed by CUF contibute for the brand equity once they take into consideration the wants and needs of the consumers, the marketing tendencies and the particular characteristics of health services.
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Marketing de serviços Marketing na saúde Valor da marca CUF Services marketing Healthcare marketing Brand equity