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Luxury market and holistic marketing: The case of luxury hotels
Filipe, Sandra; ISCA-UA GOVCOPP; Simões, Dora; ISCA-UA CETAC.MEDIA; Figueiredo, Carolina; ISCA-UAIn the current context of economic crisis, the luxury market does not seem to suffer from what is happening around, and has grown mainly because luxury customers have financial power and maintain their lust for luxury. However, in a market with an strong competition is not enough to have a strong brand, it is essential to add value, and holistic marketing can contribute strongly to this result.Thereby, the purp...
A gestão do relacionamento com o cliente na era das redes sociais
Carneiro, Catarina; Simões, Dora; Filipe, SandraAtualmente, as prioridades das empresas estão focadas na relação que desejam manter com os seus clientes. Criar e manter relações duradouras com os clientes constitui uma das suas principais preocupações. Neste contexto, muitas empresas já recorrem a sistemas de CRM (Customer Relationship Management) para gerir e organizar todos os contactos de clientes, através de softwarebaseado na web que oferecem suporte pa...
O marketing relacional sob a perceção do cliente no contexto do ensino superior...
Filipe, Sandra; Barbosa, MariaThe aim of the present research is to identify the factors that lead to a satisfactory relationship between the customer and the organization in the context of Higher Education. In order to evaluate customer loyalty a questionnaire was applied to the students in the last year of Undergraduate Studies at the Aveiro University in Portugal. The answers to the interviews were analyzed using the textual content ana...
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