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Advisor(s)
Abstract(s)
A ciência do marketing está a entrar numa nova Era à qual vários autores dão o nome de marketing 3.0. Optámos por adotar este termo em todo o nosso relatório, a fim de estudar esta nova aplicação do marketing em geral e dentro da empresa Nissan. O presente estudo tem como objetivo a compreensão das recentes evoluções e motivações que deram origem a esta nova abordagem. A nossa investigação ambiciona ainda revelar através do estudo de caso da Nissan, se a empresa está consciente da existência do marketing 3.0 e se as suas ações de marketing e comunicação o refletem. Para tal efeito, os métodos de investigação que escolhemos utilizar foram a pesquisa documental, a observação participante e a entrevista. Veremos a importância crucial do papel das redes sociais em relação à elevação do poder dos consumidores, que exprimem necessidades cada vez mais exigentes relativamente aos desejos de interação e de gestão responsável dos temas da responsabilidade social e ambiental. A Nissan tem desenvolvido algumas ações características do marketing 3.0, nomeadamente através do desenvolvimento de produtos em linha com práticas sustentáveis e de atividades filantrópicas. Contudo, veremos que as zonas geográficas onde a marca se insere influenciam a sua forma de atuar no mercado.
The science of marketing is entering a new era which has been named marketing 3.0 by several authors. We chose to adopt this term throughout our report, in order to study this new application of marketing in general and within the Nissan company. This study aims to understand the recent developments and motivations that gave rise to this new approach. Our research will also engage in a case study of Nissan where we will analyze whether their marketing and communications activities have already taken into account the principles of marketing 3.0. Our data will be collected through documentary research, participant observation and interviews. We shall see the crucial importance of the social networks' role in relation to the rising power of the consumer, who expresses increasingly demanding needs, regarding their desires of interaction and responsible management of social and environmental issues. Nissan has developed some actions using marketing 3.0 features, namely through the development of products in line with sustainable practices and philanthropic activities. However, we will see that the geographic regions in which they operate influence how it is rolled out.
The science of marketing is entering a new era which has been named marketing 3.0 by several authors. We chose to adopt this term throughout our report, in order to study this new application of marketing in general and within the Nissan company. This study aims to understand the recent developments and motivations that gave rise to this new approach. Our research will also engage in a case study of Nissan where we will analyze whether their marketing and communications activities have already taken into account the principles of marketing 3.0. Our data will be collected through documentary research, participant observation and interviews. We shall see the crucial importance of the social networks' role in relation to the rising power of the consumer, who expresses increasingly demanding needs, regarding their desires of interaction and responsible management of social and environmental issues. Nissan has developed some actions using marketing 3.0 features, namely through the development of products in line with sustainable practices and philanthropic activities. However, we will see that the geographic regions in which they operate influence how it is rolled out.
Description
Keywords
Marketing 3.0 Realidade Comunicação Responsabilidade social Sustentabilidade ambiental Reality Communication Social responsibility Environmental sustainability