Model to develop a brand communication campaign to universities supported by information management and competitive intelligence / Modelo para o desenvolvimento de campanhas de comunicação de marca para instituições de ensino superior apoiado pela gestão da informação e inteligência competitiva

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The main Marketing concepts were established in the last decades of the 20th century and need to be revised due to the new information technologies and communications. The modern manager and also the management process have been submitted to an evolution within the decision process that is becoming more complex and present in the uncertainness environment. The high education market has grown, becoming more competitive and the perspective is a higher expansion within new regions and public. The profile of the university public has also changed significantly. The perception of how management information, through Information Science, and competitive intelligence is important and the effervescent scenario demand a new paradigm towards the building of strong and reliable brands in the education segment. Recent pool does a critical analysis of the marketing information system model, proposed by Kotler, and proposes a new development using a competitive intelligence tool within the management process, and by this transforming in a new method, in order to facilitate the understanding of the concepts presented. All this to introduce a development model of strategic campaigns from the superior educational institutes, mentioned from the Management Information and Competitive Intelligence.

ASSUNTO(S)

ciencia da informacao competitive intelligence marketing inteligência competitiva information management marketing gestão da informação

ACESSO AO ARTIGO

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