top of page

Book

Livro

Teixeira, S. & Freitas Santos, J. (2022). Tópicos de Marketing Digital. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0013b

Imagem da linha de investigação correspondente

Tópicos de Marketing Digital

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

José Freitas Santos (Editor) Porto Accounting and Business School of the Polytechnic of Porto, Portugal

Keywords:

Palavras-chave:

Digital marketing, master in digital marketing, ISCAP

Marketing digital, mestrado em marketing digital, ISCAP

Date 2022


Abstract

O avanço nas tecnologias de informação e comunicação veio provocar mudanças significativas no modo de fazer negócios e têm exigido das empresas e dos seus profissionais de marketing novas competências para se adaptarem e/ou mudarem a forma de comunicarem com públicos cada vez mais exigentes. A pandemia COVID 19 veio acelerar o processo de digitalização da economia, com impacto relevante no comércio eletrónico (acréscimo das compras online) e no marketing digital permitindo uma comunicação rápida, eficaz e a baixo custo (novas plataformas de comunicação digital e redes sociais). Perante esta mudança, as estratégias de marketing digital tornaram-se mais complexas, obrigando as empresas a criar ligações mais próximas aos seus clientes, através de experiências memoráveis, conteúdos inesquecíveis e contactos frequentes (email, mensagens, etc.).

Consciente destes desafios, o ISCAP (Instituto Superior de Contabilidade e Administração do Porto) do IPP (Instituto Politécnico do Porto), que foi a primeira escola pública do país a lançar uma licenciatura em marketing, oferece desde há alguns anos um mestrado em marketing digital, que é único no panorama nacional. Com as sucessivas reestruturações no plano de estudos, decorrentes da evolução tecnológica, o mestrado procurou sempre conjugar a vertente teórica com a vertente profissional. Esta obra coletiva resulta do esforço de docentes com perfis académicos e profissionais muito diferentes, mas que se completam para oferecer um corpo de conhecimentos sintético sobre as principais unidades curriculares que são lecionadas ao longo do ciclo de formação, a saber:

1.º ano - Marketing e Estratégia Digital, Desenvolvimento de Produtos Digitais, Marketing de Conteúdos, Logística em Negócio Eletrónico, Marketing Intelligence e Research , Search Engine Marketing, Social Media Marketing , Mobile Marketing e Projetos de E-Business.

2.º ano - Métodos de Investigação em Marketing, Seminários Temáticos em Marketing Digital e Dissertação ou Projeto ou Estágio.

Com esta obra pretende-se fornecer aos alunos, que ingressam no mestrado em marketing digital, um manual de referência sobre os tópicos lecionados no mestrado. Ao mesmo tempo, este corpo de conhecimentos pode também ser útil a estudantes e docentes do ensino graduado e pós-graduado da área da gestão e do marketing, bem como a diretores de marketing digital, gestores e técnicos de marketing e a todos as pessoas com espírito empreendedor, que procuram novas oportunidades de negócio online ou que pretendem reforçar os seus canais de comunicação através das novas ferramentas do marketing digital.

Os organizadores desta obra e os autores dos diversos capítulos agradecem o apoio da linha de investigação em Estratégias Digitais para o Marketing e Comunicação, do CEOS.PP (Centro de Estudos Organizacionais e Sociais do Politécnico do Porto).


Citation

Teixeira, S. & Freitas Santos, J. (2022). Tópicos de Marketing Digital. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0013b


Data 2022


Resumo

O avanço nas tecnologias de informação e comunicação veio provocar mudanças significativas no modo de fazer negócios e têm exigido das empresas e dos seus profissionais de marketing novas competências para se adaptarem e/ou mudarem a forma de comunicarem com públicos cada vez mais exigentes. A pandemia COVID 19 veio acelerar o processo de digitalização da economia, com impacto relevante no comércio eletrónico (acréscimo das compras online) e no marketing digital permitindo uma comunicação rápida, eficaz e a baixo custo (novas plataformas de comunicação digital e redes sociais). Perante esta mudança, as estratégias de marketing digital tornaram-se mais complexas, obrigando as empresas a criar ligações mais próximas aos seus clientes, através de experiências memoráveis, conteúdos inesquecíveis e contactos frequentes (email, mensagens, etc.).

Consciente destes desafios, o ISCAP (Instituto Superior de Contabilidade e Administração do Porto) do IPP (Instituto Politécnico do Porto), que foi a primeira escola pública do país a lançar uma licenciatura em marketing, oferece desde há alguns anos um mestrado em marketing digital, que é único no panorama nacional. Com as sucessivas reestruturações no plano de estudos, decorrentes da evolução tecnológica, o mestrado procurou sempre conjugar a vertente teórica com a vertente profissional. Esta obra coletiva resulta do esforço de docentes com perfis académicos e profissionais muito diferentes, mas que se completam para oferecer um corpo de conhecimentos sintético sobre as principais unidades curriculares que são lecionadas ao longo do ciclo de formação, a saber:

1.º ano - Marketing e Estratégia Digital, Desenvolvimento de Produtos Digitais, Marketing de Conteúdos, Logística em Negócio Eletrónico, Marketing Intelligence e Research , Search Engine Marketing, Social Media Marketing , Mobile Marketing e Projetos de E-Business.

2.º ano - Métodos de Investigação em Marketing, Seminários Temáticos em Marketing Digital e Dissertação ou Projeto ou Estágio.

Com esta obra pretende-se fornecer aos alunos, que ingressam no mestrado em marketing digital, um manual de referência sobre os tópicos lecionados no mestrado. Ao mesmo tempo, este corpo de conhecimentos pode também ser útil a estudantes e docentes do ensino graduado e pós-graduado da área da gestão e do marketing, bem como a diretores de marketing digital, gestores e técnicos de marketing e a todos as pessoas com espírito empreendedor, que procuram novas oportunidades de negócio online ou que pretendem reforçar os seus canais de comunicação através das novas ferramentas do marketing digital.

Os organizadores desta obra e os autores dos diversos capítulos agradecem o apoio da linha de investigação em Estratégias Digitais para o Marketing e Comunicação, do CEOS.PP (Centro de Estudos Organizacionais e Sociais do Politécnico do Porto).


Citação

Teixeira, S. & Freitas Santos, J. (2022). Tópicos de Marketing Digital. Porto. CEOS Edições, https://doi.org/10.56002/ceos.0013b


REFERÊNCIAS

Afonso, C. & Borges, L. (2013). Social Target: Da estratégia à implementação – Como tirar partido das redes sociais e potenciar o seu negócio. Barreiro: TOPBOOKS.


Almeida, M. R. C., Froemming, L. M. S., & Ceretta, S. B. N. (2020). Comportamento de consumo em meio a pandemia da covid-19. In: XXV Jornada de Pesquisa em Administração e Marketing, 6(6), Salão do Conhecimento UNIJUÍ.


AMA, A. M. (2021). AMA. Obtido em 02 de 04 de 2021, de Definitions of Marketing: https://www. ama.org/the-definition-of-marketing-what-is-marketing/


Amaral, I, (2018). Marketing de Conteúdo: Novas Perspetivas em Rede. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online (pp. 21-32). Viseu: Psicosoma


Amaral, I, (2018). Marketing de Conteúdo: Novas Perspetivas em Rede. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online (pp. 21-32). Viseu: Psicosoma.


Amaral, I. (2016). As Ferramentas de Comunicação 2.0 como Promotoras de um Consumidor Ativo e Participativo. In Remondes, J. (Coord.) Marketing Digital & E-Commerce (pp. 43-58). Viseu: Psicosoma.


Amaral, L. (2018). Lego e marketing de conteúdo: o encaixe perfeito. Rock Content. https:// rockcontent.com/br/blogue/lego-e-marketing-de-conteudo/


American Marketing Association (2017). https://www.ama.org/the-definition-of-marketing-whatis-marketing/


Antunes, J., & Rita, P. (2008). O marketing relacional como novo paradigma – uma análise conceptual. Revista Portuguesa e Brasileira de Gestão, 36-46.


Araya-Castillo, L., & Mendoza, X. (2020). Processo de internacionalização de empresas espanholas no setor de serviços. Dimensión Empresarial, 18(2), 8-34.


Archer, L. (2019). Red Bull: Kings of content marketing. Small Films. https://smallfilms.com/redbull-kings-of-content-marketing/


Assad, N. (2016). Marketing de conteúdo: como fazer sua empresa decolar no meio digital, Atlas S.A., São Paulo.


Assad, Nancy (2016). Marketing de conteúdo: como fazer sua empresa decolar no meio digital. Ed. São Paulo: Altas.


Atwell, E., & Shawar, B.A.. (2007). Chatbots: Are they Really Useful?. LDV Forum, 22, 29-49.


Azevedo, F., & Reis, J. L. (2019). Big Data Analysis in Supply Chain Management in Portuguese SMEs “Leader Excellence. Em Á. Rocha, H. Adeli, L. Reis, & S. Costanzo, Knowledge in Information Systems and Technologies (Vol. 931). Springer, Cham.


Ballou, R. (2004). Business Logistics/Supply Chain Management. Prentice Hall.


Baptista, D., & Costa, P. (2021). Marketing Digital – Conteúdos Vencedores, Lidel.


Barnes, S. J. (2002). Wireless digital advertising: nature and implications. International Journal of Advertising, 21(3), 399–420.


Barões Digital Publisher (2020). Pirâmide da Maturidade do Marketing de Conteúdo. https://brandpublishing.com.br/a-piramide-de-maturidade-do-marketing-de-conteudo/


Baynast, A.; Lendrevie, J.; Lévy, J.; Dionísio, P. & Rodrigues, V. (2018) Mercator 25 Anos – O Marketing na Era Digital, 17ª edição atualizada. Lisboa: D. Quixote.


Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of interactive Marketing, 25(4), 191- 200.


Benvenga, F. (2019). O primeiro case de Conteúdo: The Furrow. Qualitá Comunicação. https://qualitacomunicacao.com/br/o-primeiro-case-de-conteudo-the-furrow/


Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261—271.


Blank, S. & Dorf, B. (2013), El manual del empreendedor, Gestión 2000, Centro Libros PAPF, Barcelona.


Blomberg, D. J., & Karasti, H. (2012). Ethnography: Positioning ethnography within participatory design. In Routledge international handbook of participatory design (pp. 106-136). Routledge.


Bob V., (2019). New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews. Disponível em: www.millenniumlocalmarketing.com/a-new-study-shows-that-67-of-consumers-are-influenced-by-online-reviews/


Bölzing, D. (2016). Responsiveness to Customers Requests. Obtido em 01 de 04 de 2021, de InINOVA: http://www.in-nova.de/responsiveness.htm

Brafton, (2012). 89 percent of consumers use search engines for purchase decisions. Disponível em: www.brafton.com/news/89-percent-of-consumers-use-search-engines-for-purchase-decisions/


Brassington, F. & Pettitt, S. (2013). Essentials of marketing. 3th Edition. Pearson Education Limited. Essex.


Budiu, R. (2013). Mobile: Native Apps, Web Apps, and Hybrid Apps. Nielsen Norman Group. https://www.nngroup.com/articles/mobile-native-apps/


Budiu, R. (2016). Mobile Websites: Mobile-Dedicated, Responsive, Adaptive, or Desktop Site? Nielsen Norman Group. https://www.nngroup.com/articles/mobile-vs-responsive


Bughin, J., (2015). Brand success in an era of Digital Darwinism. McKinsey Quarterly, February, Disponível em: www.mckinsey.com/insights/high_tech_telecoms_internet/brand_success_in_an_era_of_digital_darwinism


Bull, C. (2003). Strategic issues in Customer Relationship Management (CRM) implementation. Business Process Management Journal, 9(5), 592-602.


Cannel, S. & Travis, B. (2020). YouTube: Como Lançar Negócios, Aumentar Seguidores e Ganhar Dinheiro. Carcavelos: SELF.


Cannon, J., (2000), Make Your Website Work For You. McGraw Hill Professional.


Carvalho, J. (2012). Logística e Gestão da Cadeia de Abastecimento. Lisboa: Edições Sílabo.


Carvalho, J. C., & Encantado, L. (2006). Logística e. Porto: SPI – Sociedade Portuguesa de Inovação.


Celic, L., & Magjarevic, R. (2020). Seamless connectivity architecture and methods for IoT and wearable devices. Journal for Control, Measurement, Electronics, Computing and Communications, 61(1), 21-34.


Chaffey, D. & Smith, P. R. (2013). Emarketing Excellence: Planning and optimizing your digital marketing, Taylor & Francis Group, Routledge.


Chaffey, D., & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice (5th ed.), Pearson Education Limited, London.


Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice, Pearson uk.


Chaffey, D., & Smith, P.R. (2017). Digital Marketing Excellence. Planning, Optimizing and Integrating Online Marketing, (5th ed.), Routledge.


Chanpaneri, A., & Prachi, J. (2021). A Content Marketing as the leading technique in digital marketing: a case of Nike. International Journal of Research and Analytical Reviews, 8, 226- 236.


Charlton, G., (2015). Ecommerce consumer reviews: why you need them and how to use them in Econsultancy. Disponível em: www.econsultancy.com/blogue/9366-ecommerce-consumer-reviews-why-you-need-them-and-howto-use-them


Chui, M., Manyika, J., & Miremadi, M. (2016). Where machines could replace humans—and where they can’t (yet). Obtido em 18 de 04 de 2021, de https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/where-machines-could-replace-humans-and-where-they-cantyet


CISCO. (9 de 3 de 2020). Cisco Annual Internet Report (2018–2023) White Paper. Obtido em 4 de 4 de 2021, de https://www.cisco.com/c/en/us/solutions/collateral/executive-perspectives/annualinternet-report/white-paper-c11-741490.html


Cobra, M. (2009). Administração de marketing no Brasil (3rd ed.), Elsevier, Rio de Janeiro.


Cobra, M., Urdan, A. T. (2017). Marketing Básico (5th ed.), Atlas, São Paulo.

Content Marketing Institute, (2015). What is Content Marketing?. Disponível em: www. contentmarketinginstitute.com/what-is-content-marketing.


Conventry University. (2021). The five elements of logistics. Obtido em 05 de 04 de 2021, de Future Learning: https://www.futurelearn.com/info/courses/principles-global-management-logisticsassets/0/steps/65243


Cooper, A., Reimann, R., Cronin, D., & Noessel, C. (2014). About face: the essentials of interaction design. John Wiley & Sons.


CSCMP. (2016). CSCMP Supply Chain Management Definitions and Glossary. Obtido em 04 de 03 de 2021, de CSCMP : https://cscmp.org/CSCMP/Academia/SCM_Definitions_and_Glossary_of_ Terms/CSCMP/Educate/SCM_Definitions_and_Glossary_of_Terms.aspx


Cunha, J. (2020). Web Analytics – Google Analytics & YouTube Analytics. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #3 – Web Analytics e Métricas para Redes Sociais (pp. 41- 66). Viseu: Psicosoma.


Dias, A. (2016). Nike: um case study de content marketing. Comteúdo. http://comteudo.webtexto.pt/nike-um-case-study-de-content-marketing/


Dillman D. Mail and Internet Surveys: The Tailored Design Method. New York: John Wiley & Sons; 2000.


Dix, A. J., Finlay, J., Abowd, G. D., & Beale, R. (2004). Human-computer interaction. Pearson Education.


Donahue, G. M., Weinschenk, S., & Nowicki, J. (1999). Usability is good business. Compuware Corp., julio.


Dourish, P. (2006). Implications for design. In Proceedings of the SIGCHI conference on Human Factors in computing systems (pp. 541-550).


Drell L. (2011), Inbound Marketing vs. Outbound Marketing, Disponível em: http://mashable.com/2011/10/30/inbound-outbound-marketing/


Edwards-Schachter, M. (2018), The nature and variety of innovation, International Journal of Innovation Studies, 2(2), 65-79.


Eeuwen, M. V. (2017). Mobile conversational commerce: messenger chatbots as the next interface between businesses and consumers (Master›s thesis, University of Twente).


EM360. (20 de 10 de 2020). Top 10 ERP Software. Obtido em 11 de 04 de 2021, de Enterprise Management 360: https://em360tech.com/top-10/top-10-erp-software


Endeavor (2018). Marketing Digital para empreendedores. Disponível em: endeavor.org.br/marketing/novo-ebook-gratuito-marketing-digital-para-empreendedores


Eridon, C., (2011) Confessions of a Content Marketer. Disponível em: www. blogue.hubspot.com/blogue/tabid/6307/bid/28681/Confessions-of-aContentMarketer.aspx


Faustino, P. (2018). LinkedIn Ads: Como Criar Anúncios na Maior Rede Social Profissional do Mundo. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online (pp. 165-186). Viseu: Psicosoma.


Faustino, P. (2019). Marketing Digital na Prática – Como criar do zero uma estratégia de marketing digital para promover negócios ou produtos. Lisboa: Marcador.


Fernandes, E. (2018). Marketing de Conteúdo: Como Criar uma Estratégia que Gera Resultados. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online (pp. 33-51). Viseu: Psicosoma.


Ferreira, B. (2018). Total Cost of Ownership: as variáveis e implicações de um processo de compra – Um estudo aplicado na empresa Sogrape Vinhos, S.A. . Dissertação de Mestrado em Economia e Administração de Empresas. Faculdade de Economia da Universidade do Porto.


Ferreira, K. (2019). Conheça as principais ferramentas de SEO da Moz e veja como elas podem ser usadas na sua estratégia. Rock Content. https://rockcontent.com/br/blogue/moz/


Fessenden, T. (2021). Design Systems 101. Nielsen Norman Group. https://www.nngroup.com/articles/design-systems-101/


FIA. (2 de 3 de 2021). Marketing 5.0: O que é, objetivos, exemplos e como aplicar. Obtido em 4 de 4 de 2021, de FIA – Fundação Instituto de Administração: https://fia.com.br/blogue/marketing-5-0/


Filipe, S. & Simões, D. (2015). A utilização da internet e de social media pelos jovens: uma oportunidade para a comunicação de marketing? PRISMA.COM, 27, pp. 38-56.


Flanagan, K., 2015. The Essential Guide to Creating a Successful Content Marketing Strategy. Disponível em: www.blogue.hubspot.com/marketing/content-marketing-blueprint-ht


Fortin, D. R. (2000). Clipping coupons in cyberspace: a proposed model of behavior for deal-prone consumers. Psychology & Marketing, 176, 515–533.


Fritz, W., Sohn, S., & Seegebarth, B. (2017). Broadening the perspective on mobile marketing: an introduction. Psychology & Marketing, 34(2), 113-118.


Fulgoni, G. M. (2014). “Omni-Channel” Retail Insights and The Consumer’s Path-to-Purchase: How Digital Has Transformed the Way People Make Purchasing Decisions. Journal of Advertising Research, 54(4), 377-380.


Gallardo, M. D. P. S., & Arroyo, M. P. (2005). La Matriz BCG (Boston Consulting Group) para la Gestión de Publicaciones Periódicas. Index Enferm, 14(50).


Gallardo, M. D. P. S., & Arroyo, M. P. (2005). La Matriz BCG (Boston Consulting Group) para la Gestión de Publicaciones Periódicas. Index Enferm, 14(50).


Gartner. (2019). 4 Key Insights From the Gartner Hype Cycle for CRM Sales Technology, 2019. Obtido em 10 de 04 de 2021, de Gartner: https://www.gartner.com/smarterwithgartner/4-keyinsights-gartner-hype-cycle-crm-sales-technology-2019/


Gevelber, L (2016) How dayparting can help you tap into consumer micro-moments, Think with Google. Disponível em: https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/dayparting-consumer-micro-moments/


Ghose, S. (1994). Visually Representing consumer perceptions: issues and managerial insights. European Journal of Marketing, 28(10), 5- 18.

Gleissner, H., & Femerling, C. (2013). Logistics – Basics — Exercises — Case Studies. Berlin: Springer.


Global Commerce Initiative, Capgemini. (2008). 2016 Future Supply Chain. Obtido em 15 de 04 de 2021, de Capgemini: https://www.capgemini.com/wp-content/uploads/2017/07/tl_Future_ Supply_Chain_2016.pdf


Gorry, G., & Michael, M. (1989). A framework for management information systems. Sloan Management Review (61), 21-36. Obtido de https://web.archive.org/web/20030614170155/


Grela, J. G. (2011), El libro del iempreendedor: desarolla com êxito tu negocio en Internet, Ediciones Anaya Multimedia, Madrid.


Griol, D., Carbó, J., & Molina, J. M. (2013). An Automatic Dialog Simulation Technique To Develop And Evaluate Interactive Conversational Agents. Applied Artificial Intelligence, 27(9), 759-780. doi:10.1080/ 08839514.2013.835230


GS1 Portugal. (2021). Mais valor para o seu negócio. Obtido em 12 de 04 de 2021, de GS1 Portugal: https://gs1pt.org/os-nossos-servicos/


Gummesson, E. (1996). Relationship marketing and imaginary organizations: a synthesis. European Journal of Marketing, 10(2), 31-44.

Gummesson, E. (2002). Total Relationship Marketing (2ª ed.). Oxford: Butterworth_Heinemann.


Hall , R., & Partyka, J. (2008). On the Road to Mobility. Obtido em 08 de 04 de 2021, de Informs: https://www.informs.org/ORMS-Today/Archived-Issues/2008/orms-2-08/On-the-Road-toMobility


Halligan, B. and Shah, D., (2014). Inbound marketing – Attract, Engage and delight customers online. USA Wiley.


Halligan, B., & Shah, D. (2014). Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. Wiley.


Handfield, R., Nichols, E., & Nichols, E. (1999). Introduction to Supply Chain Management. Prentice Hall.


Hanington, B., & Martin, B. (2019). Universal methods of design expanded and revised: 125 Ways to research complex problems, develop innovative ideas, and design effective solutions. Rockport publishers.


Hazarbassanova, D.B. (2016). The value creation logic and the internationalisation of Internet firms. Review of International Business and Strategy, 26(3), 349-370.


Henrich, J., Heine, S. J. & Norenzayan, A. (2010). Most people are not WEIRD. Nature, 466(7302), 29-29.


Hippold, S. (30 de 09 de 2020). 5 Trends From the Gartner Hype Cycle for Supply Chain Strategy, 2020. Obtido em 15 de 04 de 2021, de Gartner: https://www.gartner.com/smarterwithgartner/5- trends-from-the-gartner-hype-cycle-for-supply-chain-strategy-2020/


Hoober, S. (2013) How Do Users Really Hold Mobile Devices? UXmatters. https://www. uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php


Hoober, S. (2017) Design for Fingers, Touch, and People, Part 1. UXmatters. https://www. uxmatters.com/mt/archives/2017/03/design-for-fingers-touch-and-people-part-1.php


Hoober, S., and Berkman, E. (2011). Designing mobile interfaces: Patterns for interaction design. O’Reilly Media, Inc.


Hopkins, J., & Turner, J. (2012). Go mobile: location-based marketing, apps, mobile optimized ad campaigns, 2D codes and other mobile strategies to grow your business. John Wiley & Sons.

http://mis.njit.edu/ullman/cis465/Articles/gorry.pdf


Hutton, G., & Rodnick, S. (2009). Smartphone opens up new opportunities for smart marketing. Admap, 44(11), 22-24.


Instituto Nacional de Estatística. (2021, nov. 22). Inquérito à utilização de tecnologias da informação e da comunicação pelas famílias. 2021. file:///C:/Users/USER/Documents/Atividades%20 Cient%C3%ADficas/Livro_Marketing%20Digital/Cap.%202%20-%20MKT%20Estrat.%20Dig/ Pesquisa/INE_2021.pdf


Interaction Design Foundation. https://www.interaction-design.org/literature/topics/fitts-law


Isalska, A. (2018). The ingenious story behind Michelin stars. BBC. https://www.bbc.com/travel/article/20181024-the-ingenious-story-behind-michelin-stars


ISO, B. & STANDARD, B. (2010). Ergonomics of human-system interaction.

Jacques, R. (1995). Engagement as a design concept for multimedia. Canadian Journal of Educational Communication, 24(1), 49-59.


Jain, V., Wadhwa, S., & Deshmukh, S. (2009). Revisiting information systems to support a dynamic supply chain: issues and perspectives. Production Planning & Control, 1, 17-29.


Jarvinen, J., Lipiainen, H., (2015). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164–175.


Jelassi, T., & Enders, A. (2004). Leveraging wireless technology for mobile advertising. In Proceedings of the 12th European conference on information systems Turku,Finland, June 14–16.


Jobber, D., & Ellis-Chadwick, F. (2016). Principles and Practice of Marketing. McGraw-Hill Education.


Júnior, M. C., & Quintas, S. D. (2014). La curaduría de contenidos y la narrativa colaborativa en el Ciberperiodismo: estudio del caso de Storify en el diario digital elpais.com. Estudios Sobre El Mensaje Periodístico, 1(20), 17-31.


Kabak, Ö., Ülengin, F., & Ekici, Ş. (2018). Connecting logistics performance to export: A scenariobased approach. Research in Transportation Economics, 70, 69-82.


Kahn, K., (2018), Understanding innovation, Business Horizons, 61(3), 453-460.


Kannan, P.K., & Hongshuang, L. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.


Kapferer, Jean-Noel (1992). Strategic Brand Management, Kogan Page, London.


Kerly, A., Hall, P., & Bull, S. (2007). Bringing Chatbots into education: Towards Natural Language Negotiation of Open Learner Models. Applications and Innovations in Intelligent Systems XIV, 179-192. doi:10.1007/978-1- 84628-666-7_14


Kim, E., Lin, J. S., & Sung, Y. (2013). To app or not to app: Engaging consumers via branded mobile apps. Journal of Interactive Advertising, 13(1), 53-65.


Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.


Kotler, P. & Armstrong, G. (2017) Principles of Marketing, Pearson Education, London, UK.


Kotler, P. & Armstrong, G. (2017) Principles of Marketing, Pearson Education, London, UK.


Kotler, P. & Trías de Bes, F. (2004), Marketing Lateral: uma abordagem revolucionária para criar novas oportunidades em mercados saturados, Elsevier, Rio de Janeiro.


Kotler, P. & Trías de Bes, F. (2015), Inovar para Ganhar: o modelo A – F, Conjuntura Actual Editora, Coimbra.


Kotler, P. (2000). Administração de marketing, Editora Prentice Hall, São Paulo.


Kotler, P. (2009). Marketing Para o Século XXI. Como Criar, Conquistar e Dominar Mercados. Brasil: Ediouro.


Kotler, P., & Keller, K.L. (2012). Marketing Management (14th ed.), Prentice Hall, Pearson, Boston.


Kotler, P., Kartajaya, H. & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.


Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Mudança do Tradicional para o Digital. Coimbra, Portugal: Conjuntura Actual Editora. Tradução Pedro Elói Duarte. (218 páginas). ISBN 9789896942083


Kotler, P., Kartajaya, H., & Setiawan. I. (2016). Marketing 4.0: Moving from Traditional to Digital Hardcover (1st Ed.). Wiley.


Kotler, P., Keller, K.L., Goodman, M., Hansen, T., 2012. Marketing Management – 2th European Edition, England: Pearson Education – Prentice Hall.


Kotler, P., Setiawan, I., & Kartajaya, H. (2010). Marketing 3.0 As Forças que estão definindo o novo Marketing centrado no ser humano. Actual Editora.


Kotler, P., Setiawan, I., & Kartajaya, H. (2017). Marketing 4.0 – Mudança do tradicional para o digital. Actual Editora.


Kotler, P., Setiawan, I., & Kartajaya, H. (2021). Marketing 5.0 Technology For Humanity. John Wiley & Sons INC.


KPMG Capital. (2014). Going Beyond the Data: achieving actionable insights with data and analytics. Obtido em 15 de 04 de 2012, de KPMG: https://assets.kpmg/content/dam/kpmg/ pdf/2015/04/going-beyond-data-and-analytics-v4.pdf


Krueger, R. A. (2014). Focus groups: A practical guide for applied research. Sage publications.


Krug, S. (2000). Don’t make me think!: a common sense approach to Web usability. Pearson Education India.


Krum, C. (2010). Mobile marketing: Finding your customers no matter where they are. Pearson Education.


Lambert, D., Stock, J., & Ellram, L. (1998). Fundamentals of Logistics Management. Burr Ridge, USA: Irwin/McGraw-Hill.


Laudon, K., & Laudon, J. (2020). Management Information Systems: Managing the Digital Firm, Global Edition (16ª ed.). London, UK: Pearson.


Lazar, J., Feng, J. H., & Hochheiser, H. (2017). Research methods in human-computer interaction. Morgan Kaufmann.


Lazauskas, J. (2015). ‘You Need Editors, Not Brand Managers’: Marketing Legend Seth Godin on the Future of Branded Content. Contently. https://contently.com/2015/02/06/you-need-editorsnot-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/


Lehmann, D. R. & Winer, R. S. (1997). Analysis for marketing planning. Fourth Edition. Irwin. London.


Lendrevie, J., Lindon, D., Dionísio, P. & Rodrigues, V. (1996). Novo Mercator: teoria e prática do marketing. 6.ª Edição, Publicações Dom Quixote. Lisboa.


Leppaniemi, M., & Karjaluoto, H. (2005). Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3(3), 197-213.


Li, X. (2014). Operations Management of Logistics and Supply Chain: Issues and Directions. Discrete Dynamics in Nature and Society, 2014, 1-7.


LINDON, Denis et al. (2004). Mercator XXI: teoria e prática do Marketing. 10ª Edição. Lisboa: Publicações Dom Quixote.


López, N. V., & Alcañiz, J. E. B. (2000). Estrategia de empresa y posicionamiento de producto en la industria del automóvil: un análisis comparado. Economía industrial, (332), 29-42.


Macarthy, A. (2019). 500 Dicas de Marketing nas Redes Sociais – Estratégias Essenciais para Facebook, Twitter, Instagram, Pinterest, LinkedIn, YouTube, Snapchat, TikTok, 2ª edição – nova edição atualizada e amentada. Lisboa: Editorial Presença.


Malhotra, N. K. (2010). Marketing research: an applied orientation. Sixth Edition. Prentice Hall, New Jersey.


Mansour, D., & Barandas, H. (2017). High-tech entrepreneurial content marketing for business model innovation: a conceptual framework. Journal of Research in Interactive Marketing, 11(3), 296-311.


Marques, H. & Levi, R. 2020. Funil de Vendas: um jeito fácil para você realizar bons negócios, Senac, São Paulo.


Marques, V. (2020). Redes Sociais 360 – Como Comunicar Online. Lisboa: Actual.


Martins. K & Passarelli, R. (2020). LinkedIn Analytics – Métricas Orgânicas e de Anúncios. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #3 – Web Analytics e Métricas para Redes Sociais (pp. 99-112). Viseu: Psicosoma.


MatchCraft. (2018). Advantages and Disadvantages of Inbound Marketing. Disponível em: www.matchcraft.com/advantages-disadvantages-inbound-marketing/


Mathirajan, M., Manoj, K., & Ramachandran, V. (2011). A design of distribution network and development of efficient distribution policy. International Journal of Logistics Systems and Management, 9(1), 108-137.


McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach, R. D. Irwin, Illinois.


McCrea, B. (15 de 07 de 2019). 2019 Top 20 Supply Chain Software Suppliers. Obtido em 11 de 04 de 2021, de Supply Chain 24/7: https://www.supplychain247.com/article/2019_top_20_supply_ chain_software_suppliers/technology


McDonald, M. (2012). Market Segmentation: How to do it, how to profit from it (4th ed.), John Wiley & Sons.


McKinsey & Company. (01 de 2020). Future of retail operations: Winning in a digital era. Obtido em 16 de 05 de 2021, de McKinsey & Company: https://www.mckinsey.com/~/media/McKinsey/ Industries/Retail/OurInsights/FutureofretailoperationsWinning20in20adigitalera/McK_ Retail-Ops-2020_FullIssue-RGB-hyperlinks-011620.pdf


Medlin, C. & Ellegaard, C., (2015) Conceptualizing competition and rivalry in a networking business market, Industrial Marketing Management, 51 (1), 131-140.


Mendes, R. (2019). Marketing de Conteúdo te dá asas. Profissional de E-Commerce. https://www. profissionaldeecommerce.com.br/marketing-de-conteudo-te-da-asas/


Miranda, M. (2018). Youtube, Facebook e Instagram Ads: Obtenha Tráfego, Leads e Aumente as Receitas do seu Negócio. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online (pp. 25-163). Viseu: Psicosoma.


Miranda, M. (2020). Métricas e Web Analytics para Redes Sociais – Facebook & Instagram Analytics. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #3 – Web Analytics e Métricas para Redes Sociais (pp. 67-98). Viseu: Psicosoma.


MIT Center for Transportation & Logistics and Council of Supply Chain Management Professionals. (2020). State of Supply Chain Sustainability 2020. MIT, Center for Transportation & Logistics, Cambridge.


Mittal, S., e Kumar, V. “A Framework for Ethical Mobile Marketing.” International Journal of Technoethics (IJT) 11.1 (2020): 28-42.


Moceri, P., Smud, D., Vitualich, D., & Wright, N. (2011), “Native App or Web Site? Deciding Your Next Step in Mobile,” http://siia.com/index.php?option=com docman&task=doc download&gid=3059 &Ítemid=318/


Monk, A., Carroll, J., Parker, S., & Blythe, M. (2004). Why are mobile phones annoying? Behaviour and Information Technology, 23(1), 33–41.


Monteiro, D. (2018). Publicidade Digital: Do Clickbite à Conversão – Tecnologia e Formatos, Tendências e Eficácia. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online (pp. 75-96). Viseu: Psicosoma.


Moran, S. (2010). The roles of creativity in society. In Kaufman, J. C. & Sternberg, R. J. (Eds). The Cambridge Handbook of Creativity, Cambridge University Press, Cambridge. Chapter 4, 74- 90.


Muk, A. (2007). Consumers’ intentions to opt in to SMS advertising’. International Journal of Advertising, 26(2), 177–198.


Mulky, A. (2013) Distribution challenges and workable solutions, IIMB Management Review, 25(3),179-195.


Neto, J., Filipe, J. & Caleiro, A., (2019) Creativity and innovation: A contribution of behavioral economics, International Journal of Innovation Studies, 3(1), 12-21.


Nielsen, J. (2020a). 10 Usability Heuristics for User Interface Design. Nielsen Norman Group. https://www.nngroup.com/articles/ten-usability-heuristics/


Nielsen, J. (2020b). Usability 101: Introduction to Usability. Nielsen Norman Group. https://www.nngroup.com/articles/usability-101-introduction-to-usability/


Norman, D. (2013). The Design of Everyday Things: Revised and Expanded Edition. Basic books.


Norman, D. (2013). The Design of Everyday Things: Revised and Expanded Edition. Basic books.


Okazaki S., 2006. Excítement or sophistication? A preliminary exploration of online brand personality. International Marketing Review, 23(3), pp.279–303.


Oliveira, C. M. (2019). Brand Management na era digital e humana: a gestão para o sucesso. Lisboa: Actual Editora.


Oliveira, U. (2018). O Poder das Relações Públicas. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online (pp. 53-74). Viseu: Psicosoma.


Opreana, A., & Vinerean, S. (2015). A new development in online marketing: Introducing digital inbound marketing. Expert Journal of Marketing, 3(1), 29–34.


Osterwalder, A. & Pigneur, Y. (2010), Criar Modelos de Negócio, Publicações D. Quixote, Lisboa.


Pang, A., Markovski, M., & Markov, A. (4 de 11 de 2020). Top 10 CRM Software Vendors, Market Size and Market Forecast 2019-2024. Obtido em 10 de 04 de 2021, de Apps Run the World: https://www.appsruntheworld.com/top-10-crm-software-vendors-and-market-forecast/


Parasuraman A., Zeithaml V.A., Malhotra A., 2005. E-S-QUAL: a multiple-ítem scale for assessing electronic service quality. Journal of Service Research, 7(3), pp.213–233.


Parhi, P., Karlson, A. K., and Bederson, B. B. (2006). “Target size study for one- handed thumb use on small touchscreen devices.” In Proceedings of the 8th Conference on Human-Computer interaction with Mobile Devices and Services. MobileHCI ‘06. DOI= http://doi.acm.org/10.1145/1152215.1152260


Patat, H. I. (2011). Consumer attitude toward mobile marketing. University of Technology Department of Business Administration.


Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 61.


Pearson, M. (2008). Prioritizing edge over node: process control in supply chain networks and push-pull strategies. Journal of the Operational Research Society volume, 59, 494-502.


PEÇANHA, Vitor (2018). O que é Inbound Marketing? Tudo o que você precisa saber! Disponível em: www.marketingdeconteudo.com/o-que-e-inbound-marketing/


Pernice, K. (2018) Banner Blindness Revisited: Users Dodge Ads on Mobile and Desktop. Nielsen Norman Group. https://www.nngroup.com/articles/banner-blindness-old-andnew-findings/


Pinto, l. (27 de 3 de 2021). Concorrência asiática põe em risco máscaras ‘made’ in Portugal. Obtido em 4 de 4 de 2021, de Dinheiro Vivo: https://www.dinheirovivo.pt/economia/concorrenciaasiatica-poe-em-risco-mascaras-made-in-portugal-13504339.html


Plucker, J. A. & Makel, M. C. (2010). Assessment of creativity. In Kaufman, J. C. & Sternberg, R. J. (Eds). The Cambridge Handbook of Creativity, Cambridge University Press, Cambridge. Chapter 3, 48- 73.


Porter, M. (1989). Vantagem competitiva: criando e sustentando um desempenho superior, (19th ed.), Editora Campos, Rio de Janeiro.


Porter, M. (1998). Como as forças competitivas moldam a estratégia. In C., K., Prahalad, C., et al. (Ed.). Estratégia: a busca da vantagem competitiva. Rio de Janeiro: Campus Editora.


Porter, M. (2001). Strategy and the Internet. Harvard Business Review, 62-78.


Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard business review, 92(11), 64-88.


Porter, M., & Heppelmann, J. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64-88.


Porter, M.E. (1979). How Competitive Forces Shape Strategy. Harvard Business Review, 57, 137-145.


Powers, M., & Benson, R. (2014). Is the Internet Homogenizing or Diversifying the News? External Pluralism in the U.S., Danish, and French Press. The International Journal of Press/ Politics, 2(19), 246-265.


Pratas, J., & Quelhas de Brito, P. (2019). Distribuição, gestão de pontos de venda e de retalho. Coimbra: Actual.


Puccio, G. J. & Cabra, J. F. (2010). Organizational creativity: a systems approach. In Kaufman, J. C. & Sternberg, R. J. (Eds). The Cambridge Handbook of Creativity, Cambridge University Press, Cambridge. Chapter 8, 145- 173.


Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing research quarterly, 28(2), 116-123.


Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, Vol.28, pp.116–123.


Pulizzi, J. (2013). Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less. McGraw Hill Professional.


Pullizi, J., & Rose, R. (2017). Killing marketing: how innovative businesses are turning marketing cost into profit. McGraw Hill.


Rabe, M., Clausen, U., Klueter, A., & Poeting, M. (2017). An approach for modeling collaborative route planning in supply chain simulation. 2016 Winter Simulation Conference (WSC), 2228- 2238.


Rancati E, Codignola F, Capatina A. (2015). Inbound and outbound marketing techniques: A comparison between Italian and Romanian pure players and click and mortar companies. Risk in Contemporary Economy, 2(1):232-8.


Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53.


Remondes, J. (2016). Social Media Intelligence – Monitorização, Análise de Dados, Intelligence e Reporting. In Remondes, J. (Coord.) Marketing Digital & E-Commerce. Viseu: Psicosoma.


Remondes, J. (2018). Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online. Viseu: Psicosoma.


Remondes, J. (2018). Twitter Ads: Guia Prático para Criar Campanhas de Sucesso. In Remondes, J. (Coord.) Marketing Digital & E-Commerce #2: Gestão de Conteúdos e Publicidade Online (pp. 187-202). Viseu: Psicosoma.


Resultados Digitais (2021). Disponível em: www.resultadosdigitais.com.br/especiais/inbound-marketing/


Richards, M. (2015). Social Media: Dominating Strategies for Social Media Marketing with Twitter, Facebook, YouTube, LinkedIn and Instagram. UK: Lightning Source.


Ries, A. & Trout, J. (1991). Posicionamento: a batalha pela sua mente. Pioneira, São Paulo.


Ries, A., & Trout, J. (1972). The positioning era cometh. Advertising Age, 24(4), 35-38.


Ries, A., & Trout, J. (2002). Posicionamiento: la batalla por su mente. McGraw-Hill, México.


Robson, C., (2002). Real World Research. Blackwell Publishing, Malden, MA.


Rock Content (2017). Previsões de Marketing Digital em 2017. Disponível em: www.rockcontent.com/br/blogue/previsoes-de-marketing-digital-em-2017


Rodolfo Benetti (2021). 2021: Guia Completo sobre Inbound Marketing. Disponível em: www.organicadigital.com/blogue/guia-completo-sobre-inbound-marketing/


Rose, R. (2018). 4 Business Models for Content Marketing. Content Marketing Institute. https://contentmarketinginstitute.com/2018/10/business-model-content-marketing/


Rowles, D. (2017). Mobile marketing: how mobile technology is revolutionizing marketing, communications and advertising. Kogan Page Publishers.


Rushton, A., Baker, P., & Croucher, P. (2017). The Handbook Of Logistics And Distribution Management – Understanding The Supply Chain (6ª ed.). London, UK: Kogan Page LTD.


Samanta, S., Woods, J., & Ghanbari, M. (2009). MMS to improve mobile advertising acceptance and replace billboards. International Journal of Mobile Marketing, 4(2), 61–67.

Sankar, S. (2017). John Deere’s The Furrow — The Epitome of content marketing. ART+marketing. https://artplusmarketing.com/john-deeres-the-furrow-the-epitome-of-content-marketing-4825dbba0901

Santos, N., Barbosa, D., Maia, P., Fernandes, F., Rebelo, M., Silva, P., Machado, J. (2016). iFloW: An Integrated Logistics Software System for Inbound Supply Chain Traceability. Em S. I. Publishing (Ed.). Obtido em 12 de 04 de 2021, de http://repositorium.sdum.uminho.pt/handle/1822/43104


Schade, A. (2017). We Can Do Better on Mobile: Designing for the Medium. Nielsen Norman Group. https://www.nngroup.com/articles/better-mobile/


Schoder, D., Gloor, P. A. & Metaxas, P. T. (2013). Social Media and Collective Intelligence: Ongoing and Future Research Streams. KI – Kunstliche Intelligenz, 27, pp. 9-15. https://doi.org/10.1007/s13218-012-0223-2


Scott, D.M., (2005). Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers. Information Today, Inc.


Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of interactive marketing, 23(2), 118-129.


Shneiderman, B., Plaisant, C., Cohen, M. S., Jacobs, S., Elmqvist, N., & Diakopoulos, N. (2016). Designing the user interface: strategies for effective human-computer interaction. Pearson.


SIQUEIRA, André (2019). Inbound Marketing. Disponível em: resultadosdigitais.com.br/blogue/andre-siqueira-rdsummit-2019


Smith, F.L. and Keyton, J. (2001). Organizational storytelling: metaphors for relational power and identity struggles. Management Communication Quarterly, 15, 149–182.


Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of marketing, 21(1), 3-8.


Solis, B. (2008). The conversation prism. www.conversationprism.com


Solomon, M., Bamossy, G., Askegaard, S. & Hogg, K.M. (2006), Consumer Behaviour: A European Perspective. Essex: Pearson Education Limited, London, UK.


Sonia Irshad Mari, Y. H. (2015). Complex network theory-based approach for designing resilient supply chain networks. International Journal of Logistics Systems and Management, 21(3), 365-384.


Sousa, L. M. M. & Azevedo, L. E. (2010). O Uso de Mídias nas Empresas: Adequação para Cultura, Identidade e Públicos, Atas do IX Congresso de Ciências da Comunicação na Região Norte, Brasil.


Statista (2021). Most popular social networks worldwide as of January 2021, ranked by number of active users (in millions). https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/


Steenburgh, T. J., Avery, J. J. & Dahod, N. (2009). Hubspot: Inbound Marketing and Web 2.0. HBS Case No. 509-049. Harvard Business School Marketing Unit.


Stiglitz, J. (2002). Globalization and its discontents. New York, USA: W. W. Norton and Company.


Stock, J. R. (2002). Marketing myopia revisited: lessons for logistics. International Journal of Physical Distribution & Logistics Management, 32(1), 12 – 21.


Strauss, J., & Frost, R. (2013). e-Marketing (7ª ed.). Prentice Hall.


STRUTZEL, Tércio (2015). Presença Digital: estratégias eficazes para posicionar sua marca pessoal ou corporativa na web. Rio de Janeiro: Alta Books.


Suresh, S., & Vasantha, S. (2018). Influence of 7R in Logistics Industry towards Customer. International Journal of Engineering & Technology, 7(4.39), 977-979.


Tannou, M., & Westerman, G. (2017, Nike: From Separate Digital Initiatives to Firm-Level Transformation. MIT Center for Digital Business. https://www.capgemini.com/wp-content/uploads/2017/07/digital_transformation_at_nike_20-12_pdf.pdf

Tidwell, J. (2010). Designing interfaces: Patterns for effective interaction design. “ O’Reilly Media, Inc.


Tidwell, J. (2010). Designing interfaces: Patterns for effective interaction design. “ O’Reilly Media, Inc.


Tikkanen, H., Hietanen, J., Henttonen, T., Rokka, J., (2009). Exploring virtual worlds: success factors in virtual world marketing. Management Decision, Vol. 47 No. 8, pp. 1357-1381.


Tognazzini, B. (2014). First principles of interaction design. Interaction design solutions for the real world, AskTog.


TORRES, Cláudio (2009). A Bíblia do marketing digital: tudo o que você queria saber sobre marketing e publicidade na internet e não tinha a quem perguntar. São Paulo: Novatec Editora.


Trout, J. (1969). Positioning is a game people play in today’s me-too market place. Industrial marketing, 54(6), 51-55.


Turban, E., Sharda, R., & Delen, D. (2011). Decision Support and Business Intelligence Systems (9ª ed.). Prentice Hall.


Tyre, D., & Hockenberry, T. (2018). Inbound Organization: How to Build and Strengthen Your Company’s Future Using Inbound Principles. New Jersey, Canada: John Wiley & Sons.


Um, J. (2017). The impact of supply chain agility on business performance in a high level customization environment. Operations Management Research, 10, 10-19.


Valdellon, L. (2020). What Are the Different Types of Mobile Apps? And How Do You Choose? CleverTap. https://clevertap.com/blogue/types-of-mobile-apps/


Vasconcellos e Sá, J. A. et al. (2015), Como inovar: a minha empresa é o meu primeiro emprego, Vida Económica, Porto.


Vaughan, P. 2015. How to Create Detailed Buyer Personas for Your Business. Disponível em: www.blogue.hubspot.com/blogue/tabid/6307/bid/33491/everything-marketersneed-to-research-create-detailed-buyer-personastemplate.aspx#sm.00019r86fl13o5eejr62plie018c6


VAZ, Conrado Adolpho (2010). Google marketing: o guia definitivo de marketing digital. São Paulo: Novatec.

Villacampa, Ó. (2019). Killing marketing, nuevos horizontes para los marketeros. Ondho. https://www.ondho.com/killing-marketing-nuevos-horizontes-marketeros/


Waller, M., & Fawcett, S. (2013). Data science, predictive analytics, and big data: a revolution that will transform supply chain design and management. Journal of Business Logistics, 34(2), 77-84.


Watson, C., McCarthy, J., & Rowley, J. (2013). Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), 840-849.


Windham, L., & Orton, K. (2002). The soul of the new consumer: The attitudes, behavior, and preferences of e-customers (2nd ed.). New York: Allworth Press.


Wroblewski, L. (2011) Mobile First, A Book Apart. 2011.


Yalçın, N., & Köse, U. (2010). What is search engine optimization: SEO?. Procedia-Social and Behavioral Sciences, 9, 487-493.


Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International journal of management science and business administration, 1(5), 69-80.


Yuva, J. (2002). Collaborative Logistics: Building a United Network. Inside Supply Chain Management, 13(5), 50.


Zhang, J., & Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology & Marketing, 25(8), 787–805.


ISBN 978-989-33-2771-5

88x31.png

Este é um conteúdo de acesso-aberto distribuído de acordo com os termos da Creative Commons Attribution License que permite a utilização, distribuição e reprodução sem restrições em qualquer meio, desde que a obra original seja devidamente citada.

bottom of page