• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Anna Radionova
CRM Сommunications in Internet Security Industry
Advertising and Public Relations
(Bachelor’s programme)
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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses