Publicação
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: communication plan
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Velosa, Jorge | |
| dc.contributor.advisor | Sodagar, Nina | |
| dc.contributor.author | Torrinha, Sofia Gião | |
| dc.date.accessioned | 2022-06-01T09:11:32Z | |
| dc.date.embargo | 2027-01-17 | |
| dc.date.issued | 2022-01-17 | |
| dc.date.submitted | 2022-01-17 | |
| dc.description.abstract | Pestana Hotel Group (PHG)is belowthe fair shareof revenuesin the Spanish and French markets, in Portugal. Since proximity travels are the ones predicted to recover faster after the COVID-19 pandemic, Pestana aims to seize the opportunity to attract these consumers. Primary and secondary research were conducted to get a better understanding of the ideal Positioning that PHG should adopt in each of the markets, which served as a basis for the proposed Marketing Mix. The report will focus on the Communications Plan for Pestana Pousadas and Pestana Collection and all the ideas and initiatives developed. | pt_PT |
| dc.identifier.tid | 202999009 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/139145 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Marketing | pt_PT |
| dc.subject | Integrated marketing communications | pt_PT |
| dc.subject | Hospitality industry | pt_PT |
| dc.subject | B2c Marketing | pt_PT |
| dc.subject | Services marketing | pt_PT |
| dc.subject | Communication plan | pt_PT |
| dc.subject | Pestana hotel group | pt_PT |
| dc.title | How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: communication plan | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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