Publicação
Communication contribution to the development of a relationship: review of literature and a practical case
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Hortinha, Paula | |
| dc.contributor.advisor | Lancastre, Andrew | |
| dc.contributor.author | Monsanto, Diana Pereira Gomes Caldeira | |
| dc.date.accessioned | 2026-07-28T10:26:37Z | |
| dc.date.available | 2026-07-28T10:26:37Z | |
| dc.date.issued | 2007-06-15 | |
| dc.date.submitted | 2007-06-15 | |
| dc.description | 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 | |
| dc.description.abstract | This project focus on direct marketing communication to understand how and what this tool of marketing communication has in developing buyer-seller relationships. This analysis concludes that a more personalized and customized communication can create close brand relationships that allows the company to improve brand value. The analysis made in theoretical terms is complemented with a practical example. The practical study allows concluding that was is present in theory really happens in practical terms. The company's example is the real evidence of the positive impact of direct marketing and an interactive communication in develop success brand relationships. | eng |
| dc.identifier.uri | http://hdl.handle.net/10362/204906 | |
| dc.language.iso | eng | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Marketing Communication | |
| dc.subject | Direct Marketing | |
| dc.subject | Interactivity | |
| dc.subject | Marketing Relationships | |
| dc.title | Communication contribution to the development of a relationship: review of literature and a practical case | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | Mestrado em Gestão |