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Publication
Immigrant Relationship Management - CRM para o Terceiro Setor. Modelo conceptual e estratégias de IRM: caso Casa do Brasil de Lisboa
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Abstract(s)
Este projeto aborda a relação institucional entre imigrantes e Portugal por meio do terceiro
setor. Propõe um sistema virtual de interconexão que conduza ao sucesso da comunicação e
relacionamento entre estas entidades.
Para tanto o trabalho apresenta um apanhado da literatura sobre as áreas de Marketing Relacional, Marketing de Serviços, gestão de relacionamento com o cliente, contextualizados no
universo específico da imigração e a sua relação com instituições de Terceiro Setor.
Esta pesquisa foi realizada em colaboração com a instituição do terceiro setor Casa do
Brasil de Lisboa, através da qual foi possível estudar as estratégias de marketing relacional que
podem ser efetivas na busca de soluções para os problemas enfrentados por imigrantes, como
burocracias, inserção social e profissional, adaptação ao novo ambiente, entre outras dificuldades.
This project addresses the institutional relationship between immigrants and Portugal through the third sector. It proposes a virtual interconnection system that leads to the successful communication and relationship between these entities. To this end, this project presents a literature overview on the areas of Relationship Marketing, Service Marketing and customer relationship management, contextualized in the specific universe of immigration and its relationship with Third Sector institutions. This research was carried out in collaboration with the institution of the third sector Casa do Brasil de Lisboa, which it was possible to study the relational marketing strategies that can be effective in finding solutions to the problems faced by immigrants, such as bureaucracies, social insertion and adaptation to the new environment, among other difficulties.
This project addresses the institutional relationship between immigrants and Portugal through the third sector. It proposes a virtual interconnection system that leads to the successful communication and relationship between these entities. To this end, this project presents a literature overview on the areas of Relationship Marketing, Service Marketing and customer relationship management, contextualized in the specific universe of immigration and its relationship with Third Sector institutions. This research was carried out in collaboration with the institution of the third sector Casa do Brasil de Lisboa, which it was possible to study the relational marketing strategies that can be effective in finding solutions to the problems faced by immigrants, such as bureaucracies, social insertion and adaptation to the new environment, among other difficulties.
Description
Keywords
Marketing Relacional Marketing de Serviços Imigração Terceiro Setor CRM IRM HubSpot