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A customer-oriented, research-based marketing plan for indiecoach
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| 685.85 KB | Adobe PDF | |||
| 4 MB | Adobe PDF |
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Resumo(s)
This dissertation aims to develop a customer-oriented, research based marketing plan
for indiecoach, a start-up project that was developed by three Nova students (one of them being
the author) during the previous two semesters. Besides presenting the necessary theoretical
background knowledge, a PESTLE analysis is conducted together with a target group analysis.
Subsequently, the two recent frameworks of Lemon and Verhoef (2016) and Batra and Keller
(2016) are used to develop the customer journey map of indiecoach, together with a marketing
communications strategy that is based on the respective stage of the customer’s journey.
Descrição
Palavras-chave
Online marketing Customer behavior Customer journey Integrated marketing communications