Book

Livro

Vale, D., Rua, O. L. & Teixeira, S. (2022). Estratégias de Marketing Digital para Internacionalização de Marcas. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0001b

Imagem da linha de investigação correspondente

Estratégias de Marketing Digital para Internacionalização de Marcas

Daniela Vale Porto Accounting and Business School of the Polytechnic of Porto, Portugal

Sandrina Teixeira Porto Accounting and Business School of the Polytechnic of Porto, Portugal

Orlando Lima Rua Porto Accounting and Business School of the Polytechnic of Porto, Portugal

Keywords:

Palavras-chave:

Estratégia Digital, Redes Socias, SEO, Marketing Digital, Internacionalização, Zippy

Date 2022


Abstract

O processo de internacionalização das empresas está em constante mudança. Uma empresa para crescer e internacionalizar a sua atividade necessita de um elevado conjunto de recursos, capacidades e competências para diferenciar as suas marcas nos mercados de destino, tendo em vista a obtenção de vantagens competitivas.

Este livro tem como objetivo fundamental fornecer suporte teórico e prático para auxiliar os gestores a definirem as estratégias digitais de internacionalização mais adequadas às suas empresas, nomeadamente na escolha de mercados prioritários, de métodos de entrada em cada mercado e de marketing digital que estas têm ao seu dispor, nomeadamente de SEO, de redes sociais e de criação de conteúdo.

As temáticas apresentadas são aplicadas ao setor do retalho infantil e consubstanciadas pelo estudo de caso da Zippy. São apresentadas propostas de estratégias digitais de internacionalização da marca para os mercados da França, Bélgica e Holanda.


Citation

Vale, D., Rua, O. L. & Teixeira, S. (2022). Estratégias de Marketing Digital para Internacionalização de Marcas. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0001b

Estratégias de Marketing Digital para Internacionalização de Marcas
.pdf
Download PDF • 8.24MB

Data 2022


Resumo

O processo de internacionalização das empresas está em constante mudança. Uma empresa para crescer e internacionalizar a sua atividade necessita de um elevado conjunto de recursos, capacidades e competências para diferenciar as suas marcas nos mercados de destino, tendo em vista a obtenção de vantagens competitivas.

Este livro tem como objetivo fundamental fornecer suporte teórico e prático para auxiliar os gestores a definirem as estratégias digitais de internacionalização mais adequadas às suas empresas, nomeadamente na escolha de mercados prioritários, de métodos de entrada em cada mercado e de marketing digital que estas têm ao seu dispor, nomeadamente de SEO, de redes sociais e de criação de conteúdo.

As temáticas apresentadas são aplicadas ao setor do retalho infantil e consubstanciadas pelo estudo de caso da Zippy. São apresentadas propostas de estratégias digitais de internacionalização da marca para os mercados da França, Bélgica e Holanda


Citação

Vale, D., Rua, O. L. & Teixeira, S. (2022). Estratégias de Marketing Digital para Internacionalização de Marcas. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0001b

Estratégias de Marketing Digital para Internacionalização de Marcas
.pdf
Download PDF • 8.24MB

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ISBN 978-989-33-2797-5

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