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  • 标题:Marketing Practices Under The Crowdsourcing Perspective: A Multicole Study
  • 本地全文:下载
  • 作者:Luciano Augusto Toledo ; Adriana Beatriz Madeira ; Marcos Fernando Garber
  • 期刊名称:Future Studies Research Journal : Trends and Strategies
  • 电子版ISSN:2175-5825
  • 出版年度:2019
  • 卷号:11
  • 期号:1
  • 页码:123-143
  • DOI:10.24023/FutureJournal/2175-5825/2019.v11i1.372
  • 出版社:Fundação Instituto de Administração
  • 摘要:Crowdsourcing is a newly developed term that refers to the process of participating a company's activities through an online community, openly and closed. Any member of this community can complete assigned tasks and be paid or not. Although it originated in the computing industry, companies began using crowdsourcing for a wide range of tasks. It turns out that companies are using crowdsourcing to accomplish the tasks related to the market, focusing on three major areas: product development, advertising, promotion, and marketing research. This work will make use of the qualitative research through the method of the case. The unit of analysis to be used will be marketing activities based on crowdsourcing. Finally, the subjects of study for the understanding of the phenomenon to be studied were COCA COLA, PEPSICO, NETFLIX, and AMAZON.
  • 关键词:Marketing;Crowdsourcing;Strategy;marketing;Crowdsourcing;Estratégia
  • 其他关键词:Marketing;Crowdsourcing;Strategy
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