An Empirical Research Framework on Digital Marketing Consultancy: The Case of Marcheluzzo Srl
DOCUMENTAÇÃO
Tema: Marketing
Acessos neste artigo: 282
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AUTORIA
Charles Alves De Castro
ABSTRACT
Drawing from the integrated areas of internal consultancy in marketing, advertising budget, and digital marketing, this empirical research aims to examine the company Marcheluzzo`s off-line advertising budget focused on the Brazilian market to combine on-line advertising investments in a new expense budget plan for 2021. A comprehensive analysis of the literature review demonstrates the importance of digital marketing strategies in a B2B - (business-to-business) context within the Brazilian market, covering both their benefits and challenges. The literature review filled and discussed the gaps found, also was analyzed the past and actual literature within the specific themes in this research. The data used in this research was gathered by a semi-structured one-to-one interview conducted in person with the Marcheluzzo`s marketing and commercial manager. In addition, through the field observation and documents collected in the company were possible to gather more information and have insights about a variety of subjects mainly related to advertisement budget. It was possible to successfully answer the two main research questions being discussed using the data collected. It was found that Marcheluzzo has been interested in making investments in digital marketing, as well as, there is room for this investment in a new advertisement budget focused on the Brazilian market, combining online and offline marketing strategies.
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