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An in-depth study on how to develop marketing activities and customer relationships : Case: Upgraded ry

Saleem, Bennett (2023)

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Saleem, Bennett
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052212634
Tiivistelmä
This master’s thesis was commissioned by Upgraded ry, which is a non-profit association for health and well-being startups and innovations in Finland. The author of this master’s thesis worked as a marketing strategy intern at Upgraded ry.

The purpose of this master’s thesis was to study the current marketing activities and customer relationships of Upgraded ry. The primary objectives of this study were to find out how to develop customer relationships by strategic marketing and to provide recommendations for Upgraded ry about improving customer relationships and overall marketing take on it.

The theoretical objective of the study is to define the concept of customer relationship management (CRM), strategic marketing, integrated marketing communication, digital marketing, and to construct a theoretical framework for improving customer relations and marketing strategies which can be viewed as a part of Upgraded ry’s CRM and marketing communication strategy.

A qualitative research approach was used in this study and a case study method was applied. The data for the case study section was collected by interviews, discussions and documents provided by the Upgraded ry team. Furthermore, internet sites were used as data sources.

In the empirical section of the thesis the research seeks to investigate the concept of current customer relationships and marketing regarding the case and on how the case company could improve such areas after gaining crucial insights and data from interviews and discussions. Several customers and members of Upgraded ry were contacted by phone and email and the questions were asked directly on the phone or sent as a questionnaire by emails. Important insights were gathered and eventually realized the need for improvement when it comes to marketing and CRM. The empirical section includes recommendations and suggestions to improve.
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