CRM Сommunications in Internet Security Industry

Student: Radionova Anna

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

As part of this study, the main goal was to identify the most effective CRM-tools and channels, allowing significantly to increase the effectiveness of marketing communication with users in promoting various types of products in the area of Cyber Security. In accordance with the performance targets, expert interviews with industry representatives, as well as quantitative research on the effectiveness of CRM-tools by means of web analytics and e-mail analytics, were chosen as methods for the study. The study identifies the most effective promotion CRM-tools for B2B and B2C, free and paid products. The basis for the empirical research was the analysis of the theoretical basis of customer relationship management and marketing communication for IT-products promotion in the online environment.

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