A social customer relationship management proposal for an Irish advertisement company. The case study of Well Clever

dc.contributor.advisorLadias, Chantalen
dc.contributor.authorCirillo, Marco Ignazioen
dc.date.accessioned2014-10-22T14:29:01Z
dc.date.available2014-10-22T14:29:01Z
dc.date.issued2014
dc.description.abstractThe following is brief abstract of my dissertation: • Purpose: The purpose of this research is to analyse the advances in the Social Customer Relationship Management area, and selectively applies the practices to the case company, an advertisement company based in Dublin (Well Clever). The research aims to propose to the company a workable operations model based on the social customer relationship management approach. • Methodology: For the purpose of this thesis, a case study methodology was chosen. The analysis will be based on the relevant framework developed from the analysis of the theory on CRM and Social CRM system. The data analysis is based on feedback from qualitative interviews of three stakeholders of the company case study. Therefore, the research will be reinforced throughout the benchmark of other companies that have an efficient social CRM system proving in this way the usefulness of social CRM in terms of competitiveness. Practice guidelines with the entire step necessary to build a social CRM strategy will be included as final proposal of this research. • Findings: The findings of this study show how the case company can implement is marketing strategy using a social customer relationship management approach in order to gain competitive advantage in the advertising industry. Only with the interaction of a proper marketing strategy with the right social media channel to spread the company’s message, it would be possible obtain a workable model for the case company. The social CRM strategy proposed by the researcher is the result of the current state analysis of the case company, combined with theoretical and practical knowledge obtained from a detailed activity of literature review. The guidelines provided need to be evaluated from Well Clever, and adapted to the company needs, in order to achieve the best results. Author keywordsen
dc.identifier.citationCirillo, M.I. (2014). A social customer relationship management proposal for an Irish advertisement company. The case study of Well Clever. Masters Thesis, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/2139
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectMarketingen
dc.subjectDigital mediaen
dc.titleA social customer relationship management proposal for an Irish advertisement company. The case study of Well Cleveren
dc.typeThesisen
dc.type.degreenameMBA in Marketingen
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
mba_cirillo_mi_2014.pdf
Size:
4.28 MB
Format:
Adobe Portable Document Format
Description:
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
4.19 KB
Format:
Item-specific license agreed upon to submission
Description: