Research And Practice In Marketing Management
Mostrando 1-12 de 16 artigos, teses e dissertações.
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1. Morally transgressive companies and sustainable guidelines: seeking redemption or abusing trust?
Abstract Purpose This study aims to evaluate the impact of a sustainable production action on consumer trust and purchase intention by a company involved in moral transgression and also analyze the effect on consumer trust and purchase intention if a company, after green marketing, is identified as greenwashing spreader. Design/methodology/approach This qu
RAUSP Management Journal. Publicado em: 2022
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2. Eficácia da estratégia de marketing de uma operadora de planos de saúde
Os desafios e dificuldades que executivos de empresas encontram para desenvolver e aplicar modelos de avaliação eficientes de suas estratégias de marketing, em função da complexidade da tarefa e da quantidade de fatores que podem interferir nos resultados, além da distância existente entre a prática da gestão empresarial e os modelos científicos ap
IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia. Publicado em: 2012
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3. O city marketing em Natal/RN e a construção da imagem da cidade
The growing importance of tourism in overall economic activity worldwide has favored the intensification of competition among cities that seek to create environments attractive to tourists and potential investors. It has been common practice to import characteristics of the business environment in the public management of cities. The city marketing is a key
Publicado em: 2010
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4. Identificação das inovações : um estudo de caso nos hospitais que integram o sistema de saúde de Caxias do Sul - RS
The Brazilian Federal Constitution, promulgated in 1988, on its 196 article ensures that health is everybodys right and a state duty. The government management structure and its public policies have been influenced by health themes, so being addressed to innovation and competitiveness in Brazil. Innovation is an implementation of a new product (benefit or se
Publicado em: 2009
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5. Marketing da Cultura e das Artes: a Dinâmica do Consumo de Produtos Culturais no Brasil
The purpose of this research was to study the dynamics of the consumption of cultural products and to identify the key driving factors, like media, cultural marketing programs, and cultural polices, among others. The theories of consumer behavior and cultural products marketing management were reviewed and some data on cultural demand and cultural practices
Publicado em: 25/09/2008
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6. MARKETING E CRÍTICA PROFÉTICA NA AÇÃO EVANGELIZADORA DA IGREJA CATÓLICA
The proposal of using marketing strategies in the evangelization practice within the Catholic Church has always nourshired debates among different groups of such institution. On the one hand, followers of the marketing practices argue that it is an option which is available for the Catholic Church to efficiently fulfill its objectives. On the other hand, opp
Publicado em: 2008
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7. Criatividade e inovação nas organizações: uma crítica a literatura do management pela abordagem político-econômica
This work aims to examine the creativity and innovation in the capitalist organizations as the prime focus of control over the workforce when it comes to non-repeatable worker productivity. Wishing to be a theoretical and exploratory academic essay, the methodology used was the criticism about part of the management literature, according to which, autonomy a
Publicado em: 2008
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8. Retenção de clientes à luz do gerenciamento de churn : um estudo no setor de telecomunicações / Costumer retention in the light of churn management : a study in the telecommunication sector
The rise in global competition has increased costs related to attracting new consumers, bringing companies the challenge of changing their behavior towards their ever more demanding clients in order to keep them. To assist in this challenge, this paper aims to deepen the studies regarding the company and the client, identifying what is considered churn manag
Publicado em: 2007
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9. LEARNING ORGANIZATIONS CONCEPT IN A MOBILE PHONE COMPANY / O CONCEITO DE ORGANIZAÇÕES DE APRENDIZAGEM EM UMA EMPRESA DE TELEFONIA MÓVEL
In a scenario of complexity and uncertainty, facing the new technologies and changes in the corporate environment, many organizations have been trying to overcome their learning disabilities on an effort to face new challenges and, therefore, identify opportunities for growth and development. Competition and survival in these dynamic and complex markets are
Publicado em: 2007
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10. Multiprojeet enviromental and simple profuct: the parteicipation of maufacturing in product development process. / Ambiente de multiprojeto e produto simples: a participação da manufatura no processo de desenvolvimento de produtos
This research studies the product and process development (PD) in three companies, in Brazil. The research takes place in a multi-project environment with simple products, this mean companies where the annual product and process innovation rate is very high. The companies studied belongs to candy food, cosmetics and shoes business segments. To better underst
Publicado em: 2007
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11. ESTRATÉGIAS DE MARKETING EM COOPERATIVAS - o caso da CESMA / MARKETING STRATEGIES IN CO-OPERATIVE ASSOCIATIONS - The case of CESMA
Most part of non-profit organizations, like co-operative associations, are not making use of the management science for a better development of their strategies. From a case study, this dissertation presents an analysis of the marketing strategies used by "Cooperativa dos Estudantes de Santa Maria - CESMA". To manage the research, the Marketing Mix 4 Ps Mode
Publicado em: 2006
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12. A linguagem das marcas de calçados da moda: um enfoque publicitário / A linguagem das marcas de calçados da moda: um enfoque publicitário
The general objective of the study is to investigate the aspects of the advertising language of the chosen brands for the study of cases (Sândalo; Carmen Steffens and Democrata) taking as a reference the commercial advertising (print media advertising) of the trendy shoes. It is necessary to consider two essential aspects in the communication process: the e
Publicado em: 2006