The science of marketing is entering a new era which has been named marketing 3.0 by several authors. We chose to adopt this term throughout our report, in order to study this new application of marketing in general and within the Nissan company. This study aims to understand the recent developments and motivations that gave rise to this new approach. Our research will also engage in a case study of Nissan where we will analyze whether their marketing and communications activities have already taken into account the principles of marketing 3.0. Our data will be collected through documentary research, participant observation and interviews. We shall see the crucial importance of the social networks' role in relation to the rising power of the consumer, who expresses increasingly demanding needs, regarding their desires of interaction and responsible management of social and environmental issues. Nissan has developed some actions using marketing 3.0 features, namely through the development of products in line with sustainable practices and philanthropic activities. However, we will see that the geographic regions in which they operate influence how it is rolled out.
Date of Award | 2014 |
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Original language | Portuguese |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | José Manuel Seruya (Supervisor) |
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- Reality
- Communication
- Social responsibility
- Environmental sustainability
- Mestrado em Ciências da Comunicação
Marketing 3.0: aplicação no mercado : estudo de caso da Nissan
Bastos, M. C. D. A. F. (Student). 2014
Student thesis: Master's Thesis