Marketing digital no modelo de aquisições de clientes B2B: estudo de caso na Indústria Maxi Confort

Abstract

The evolution of commercial strategies has transformed the way companies reach their customers. This Final Paper analyzes how digital marketing can help a company diversify its strategies for acquiring new clients, with a focus on the commercialization of disposable personal hygiene products. The research uses the Maxi Confort industry as a case study — a company that adopted a new sales approach through digital tools to expand its operations and reduce operational costs. The theoretical foundations of this research are based on marketing concepts related to organizational consumer behavior, the promotional mix (with emphasis on personal selling), digital marketing, and e-commerce. The study discusses how the use of digital strategies enables companies to reach a wider geographical area and achieve sales scalability. Finally, the research aims to demonstrate how the new digital sales model can increase companies’ competitiveness, highlighting trends and best practices for adapting to the new commercial landscape, as well as the challenges that arise from strategic adoption