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CRM strategies for alumni business schools: a qualitative analysis and recommendations for NOVA School of Business and Economics

2013-09-17Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorCardoso, Elizabete
dc.contributor.authorMiguéns, Miguel Pedro Machado
dc.date.accessioned2021-07-01T16:21:58Z
dc.date.available2021-07-01T16:21:58Z
dc.date.issued2013-09-17
dc.date.submitted2013-08-28
dc.description.abstractCustomer Relationship Management(CRM) is gaining increasing notoriety in both the business world and academic articles, but there is a gap in the literature concerning CRM strategies for business schools’ alumni. In this thesis, a qualitative research is performed in 4 schools of the Top 30 European Business Schools 2012 ranking of the Financial Times, with the purpose of knowing the current CRM practices being adopted and their results. Findings indicate schools value the benefits alumni bring and are investing in CRM systems to nourish strong, sustainable relationships with their alumni, by offering communication, educational/professional and social initiatives. This thesis points to some tools business schools can use to better manage and capture alumni value.pt_PT
dc.identifier.tid201475367pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/120301
dc.language.isoengpt_PT
dc.subjectCRMpt_PT
dc.subjectBusiness Schoolpt_PT
dc.subjectAlumnipt_PT
dc.titleCRM strategies for alumni business schools: a qualitative analysis and recommendations for NOVA School of Business and Economicspt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations