TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | IDENTIFYING AND MAINTAINING THE RELATIONSHIP BETWEEN NATIONAL BREWERIES AND THEIR VALUED CUSTOMERS: A VISION OF RELATIONSHIP MARKETING | ||||||||||||
| Autor(es): |
PAULA DE SOUZA LIMA FILARDI |
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| Colaborador(es): |
JOAO RENATO DE SOUZA COELHO BENAZZI - Orientador |
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| Catalogação: | 11/JUN/2025 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=70909@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=70909@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.70909 | ||||||||||||
| Resumo: | |||||||||||||
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This study focuses on the relationship marketing of breweries operating on
Brazilian soil, investigating how companies identify, segment, and maintain
strategic relationships with customers, these being points of sale. The
evaluation is based on the IDIC model (Identification, Differentiation,
Interaction and Personalization) and the GET, KEEP, GROW framework,
which guide relationship marketing tactics and customer appreciation based
on their value and behaviour. Segmentation is crucial, as it makes it
possible to customize strategies according to the demands of each
customer profile. With this strategy, breweries are able to increase their
competitiveness, broaden their base and promote sustainable
development.
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