Programas de referral marketing em negócios digitais: Um estudo de casos sobre o planejamento, implementação e avaliação em empresas inseridas no meio digital
DOI:
https://doi.org/10.29149/mtr.v8i3.8042Keywords:
Referral marketing, Programas de marketing de indicação, Negócios digitaisAbstract
This article aims to understand how the process of planning, implementing and evaluating a referral marketing program in digital businesses is configured. For this, a multiple case study was carried out with companies α, β and γ, through interviews with managers. The results of this study contribute to the dissemination of the referral marketing strategy in Brazil, as well as guide the best dissemination practices and better selection of members for the programs.
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