O alinhamento da administração estratégica com o marketing estratégico: um estudo de caso no setor de serviços / Alignment of strategic management with strategic marketing: a case study in the services sector

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

02/04/2012

RESUMO

In a competitive environment, in which most of the companies act, turns out essential to use administration tools that support their competitiveness. One of these tools, strategic management, is increasingly used either in organizations or in the academy. Increased competition has led organizations to not only be concerned about the corporate strategy, but also about marketing. Thus, the strategic marketing has become an increasingly essential tool for the survival of businesses. In this context, this thesis aimed to verify if alignment between strategic management and strategic marketing is a determining condition for achieving competitive advantage that will ensure growth and profitability. In order to accomplish that objective, it was held a review on the theory of business strategy and strategic marketing. At the end of the literature review it was conducted a case study in Mapfre Seguros, the largest company in its industry, and sought whether or not the alignment studied exists and how this company uses these instruments to position its differentiation in the market.

ASSUNTO(S)

added value business strategy competitiveness competitividade estratégia organizacional marketing estratégico strategic marketing valor adicionado

ACESSO AO ARTIGO

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