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Advisor(s)
Abstract(s)
Este estudo tem como objetivo principal, analisar as ferramentas de marketing e comunicação mais indicadas em negócios B2B e, em particular, identificar as ferramentas mais adequadas para aumentar a notoriedade da marca e atrair novos clientes. O trabalho foi realizado tendo como objeto de estudo a empresa Council Global e os canais de comunicação utilizados por esta.
A pesquisa realizada incluiu uma revisão de literatura sobre o marketing B2B, principalmente sobre as ferramentas de comunicação utilizadas pelos especialistas nesta área do marketing. Como metodologia de investigação foi utilizado um estudo de caso da empresa Council Global, que envolveu como instrumentos de recolha de dados as pesquisas bibliográficas e documentais e a realização de entrevistas através de um questionário a uma amostra de clientes da empresa.
Posteriormente, incluiu-se uma apresentação da empresa Council Global e uma descrição das atividades e tarefas realizadas ao longo do estágio. O estudo acrescenta ainda um tópico sobre os resultados obtidos durante o estágio, assim como uma análise dos concorrentes da empresa.
No estudo elaborado, foram selecionadas as principais ferramentas e canais de comunicação existentes, de acordo com a revisão da literatura e dos resultados obtidos no estudo de caso. Após terem sido selecionadas as ferramentas e canais de comunicação que melhor se adaptam aos negócios B2B, foi possível responder às questões de investigação e concluir o trabalho final de mestrado.
This study has as main objective, to analyze the marketing and communication tools more indicated for B2B markets and, in particular, to identify the most appropriate tools to increase brand awareness and attract new clients. This work was fulfilled having as object of study the company Council Global and the communication channels used by this company. The research included a review of the literature about B2B marketing, especially about the communication tools used by B2B marketing professionals. As a research methodology, a case study of Council Global was used, which involved bibliographical and documentary research and a questionnaire as data collection instruments. Following, this thesis includes a presentation of Council Global, as well as a description of the activities and tasks carried out during the internship. The study also includes a chapter about the results obtained during the internship, as well as an analysis of the company's competitors. In this study, the most appropriate communication tools and channels were identified, considering the guidelines of the literature review and the results obtained in the case study. By selecting the communication tools and channels that better fit the B2B markets analyzed, we were able to answer the research questions and complete this final master's work.
This study has as main objective, to analyze the marketing and communication tools more indicated for B2B markets and, in particular, to identify the most appropriate tools to increase brand awareness and attract new clients. This work was fulfilled having as object of study the company Council Global and the communication channels used by this company. The research included a review of the literature about B2B marketing, especially about the communication tools used by B2B marketing professionals. As a research methodology, a case study of Council Global was used, which involved bibliographical and documentary research and a questionnaire as data collection instruments. Following, this thesis includes a presentation of Council Global, as well as a description of the activities and tasks carried out during the internship. The study also includes a chapter about the results obtained during the internship, as well as an analysis of the company's competitors. In this study, the most appropriate communication tools and channels were identified, considering the guidelines of the literature review and the results obtained in the case study. By selecting the communication tools and channels that better fit the B2B markets analyzed, we were able to answer the research questions and complete this final master's work.
Description
Keywords
Marketing B2B Ferramentas comunicação B2B Council global Comunicação B2B B2B marketing B2B communication tools Communication