Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/15735
Título: Lifetime-value creation through a customized offer adressed to diferent lifestyles
Autor: Teixeira, Mariana
Orientador: Cardoso, Elizabete
Palavras-chave: Customer identification
Lifestyle
Preferences and segmentation
Data de Defesa: Jun-2015
Resumo: This paper purposes a method for marketing segmentation based on customers‟ lifestyle. A quantitative and qualitative segmentation established by the Whitaker Lifestyle™ Method was created in order to define a concrete and clear identification of the customer, by understanding the behavior, style and preferences of each segment. After conducting 18 in-depth interviews, it was concluded that four main personas characterize the customer base of the company. These four personas will be the support for the creation of „quick-wins‟ that address to the expectations of each lifestyle, projecting a significant impact on the lifetime-value of the company‟s customer base
URI: http://hdl.handle.net/10362/15735
Designação: 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
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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