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Fiel lab CRM at Benfica- proposing a framework for divising and measuring marketing campaigns
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The present document analyses the role of marketing campaigns in the CRM of organizations and how this can be applied to the football industry. It elaborates on the advantages of using e-mail and SMS channels for marketing campaigns, providing insights on how to structure them. It finalizes by providing a practical framework for implementation and measurement of e-mail and SMS marketing campaigns in the light of SL Benfica’s needs, adding examples of possible campaigns devised by the CRM Field Lab group
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Marketing campaigns Analysis E-mail SMS