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How can Aon Portugal optimize its sales strategy in the middle market?-Position...

Sghaier, Nourelhouda

The primary goal of this thesis is to help improve Aon’s positioning and customer acquisition within Portugal’s middle market. The following study critically evaluates Aon’s current definition of the “middle market” and identifies the frictions restraining their success in the segment. By integrating insights from primary and secondary research, the thesis proposes a marketing and sales strategy according to th...

Date: 2025   |   Origin: Repositório Institucional da UNL
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