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
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:
Digital Strategy, Social Media, SEO, Digital Marketing, Internationalization, Zippy
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
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
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