Como as novas mídias impactam na relação agência de comunicação e cliente: um estudo de caso.
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2012-11-21
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Thiry-Cherques, Hermano Roberto
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This paper aims to analyze how new media impacts on the relationshio between communication agency (X Group) and client. What is the force of impact, its causes, effects, adn the views of not only customers but also employees, suppliers and even competitors. Data for this sutdy were collected through open interviews, according to Yin (2010) and using a methodology of content analysis, with qualitative data produced during the interviews. The result can serve as a warning for the sector, since significant changes are producing constant and rapid new ways of managing this segment.