Marketing geracional

: as estratégias de relacionamento, captação e comunicação das marcas do setor das telecomunicações móveis segundo gerações

Abstract

This thesis elaborated in the master's degree in Communication, Advertising Marketing, Faculty of Social Sciences, Catholic University of Portugal leaned on the theme: "Generational Marketing - The relationship strategies, capture and brand communication of the mobile telecommunications setor second generation. " The study will then examine one of the marketing ramifications, which began to be spoken more often between the 80 and 90: the generational marketing. At first, the work was based on a literature search focused on key concepts for research. Later, in the empirical part of the project, given the chosen business setor - mobile telecommunications - in Portuguese territory, it was carried out two case studies. This work was based on a literature search focused on key concepts for research, in addition to an empirical component which consists in the two case studies already mencioned. These case studies are composed by conducting structured interviews and analysis grids brands in each of the social networks. It was also devoted much time to documentary research of facts and documents showing what has been the evolution of brands, your route and how these examples have been representative of generational marketing practice. During the study was noticeable the growing importance of this type of marketing strategies for brands in Portugal and how there have even brands created from scratch based on the type of strategy followed by the mobile telecommunications setor. In particular, in both cases studied - Moche and Yorn - empowering strategy of these subbrands meet their brands 'mother' has made these adopt strategies based on the generational marketing principles. Although, in many situations, the presence of strategies of this type of marketing can not be fully aware, the truth is that both brands are a constant benchmarking to homologous foreign and will drink inspiration, messages and ways of communicating alternatives to these same foreign examples. Given the lack of studies of this scope applied to the Portuguese reality, this dissertation aims to make an important contribution to the entire academic community.

Date of Award	2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)