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http://hdl.handle.net/10071/30277| Author(s): | Freitas, Tomás Rodrigues Loureiro e Boléo de |
| Advisor: | Silva, Rui Manuel Vinhas da |
| Date: | 13-Dec-2023 |
| Title: | Analytical based view of digital marketing |
| Reference: | Freitas, T. R. L. e B. de. (2023). Analytical based view of digital marketing [Dissertação de mestrado, Iscte - Instituto Universitário de Lisboa]. Repositório Iscte. http://hdl.handle.net/10071/30277 |
| Keywords: | Marketing digital -- Digital marketing Vantagem competitiva -- Competitive advantage Digital Technology |
| Abstract: | Today’s world is dominated by the usage of the Internet both in a professional and a leisurely manner. Specifically in the ever evolving and competitive professional universe it is important to adopt and grow in line with the most efficient technologies. The significance of Digital Marketing’s adoption was explored to better understand its benefits, which of its tools should be prioritized, how they could lead to competitive advantages, the dangers of users’ privacy regarding data collection and the potential of micro/traditional celebrities. The sample of this study is MediaGate (media agency) and In-Depth Interviews were conducted to its employees to achieve a real-world point of view regarding aforementioned subject matters. This study portraits the potential of Digital Marketing adapted to a small/medium sized enterprise. |
| Department: | Departamento de Marketing, Operações e Gestão Geral |
| Degree: | Mestrado em Gestão |
| Peerreviewed: | yes |
| Access type: | Open Access |
| Appears in Collections: | T&D-DM - Dissertações de mestrado |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| master_tomas_boleo_freitas.pdf | 581,98 kB | Adobe PDF | View/Open |
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