Proposta de método de planejamento e gestão estratégica de marketing para empresas organizadoras de eventos em redes de turismo / Proposition of strategic marketing planning and management method for events organizer companies at tourism networks

AUTOR(ES)

Helio Afonso Braga de Paiva

DATA DE PUBLICAÇÃO

2008

RESUMO

This is a theoretical and empirical dissertation which presents as result a proposal of method or sequence of steps with concepts, analysis, "tools" and fundamental activities to the strategic marketing planning process at the special events organizer companies, seen as companies inserted in networks of organizations that deal with tourism events demand. In order to reach the methods proposal it was made a review of four books and its methods, found in the marketing, tourism and special events literature. The steps (including its activities and analysis) proposed at the method were selected, grouped and improved with the network focus and additional analysis. At the empirical field, before have been structured and presented definitively, the method proposal was presented to specialists and managers of events organizer companies on interviews in search of contributions. The knowledge collected by the theoretical review in contact with the practical experience raised from the interviews allowed establishing a dialog between the combinations of theories that composed the prestructured method from the other methods and the practice of specialists and managers generating as result a new knowledge for the marketing management of events.

ASSUNTO(S)

eventos strategy estratégia events marketing marketing

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