Marketing Tools
Mostrando 25-36 de 53 artigos, teses e dissertações.
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25. Gestão da marca ao longo da cadeia de valor: um estudo de caso no mercado de varejo de material de construção / Brand management throughout the value chain: a case study in the retail building industry.
The study presents a conceptual and empiric vision examining the product brand management throughout the value chain, from the manufacturer to the end consumer, with the intermediation of the retail channel. The theory that supported the study was based on manufacturer and retailer marketing strategy concepts, leading to a better understanding of aspects tha
Publicado em: 2007
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26. O relacionamento entre as instituições de ensino superior e seus ex-alunos: reflexos na capacitação de recursos - Estudo de Caso da Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas e do Instituto Presbiteriano Mackenzie
The proposal of the present work is the presentation of a case study of fund raising with alumni from two Brazilian Higher Education Institutions, the FGV-EAESP and the Mackenzie; analyzed through the lens of relationship marketing. The referenced presentation resulted from the practical experience of these two institutions, making it possible to prove the i
Publicado em: 2007
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27. Factors that lead physicians to initiate and maintain relationships with credit unions: a case study - Unicred Fortaleza / Fatores que levam os médicos a iniciar e manter relacionamentos com as cooperativas de crédito: estudo de caso - Unicred Fortaleza
The high inflationary indices that had lasted in Brazil in the 80s, had been damaging, for several segments of the society, benefiting few economic sectors. Among those segments that had grown in this uncommon conjuncture, the financial institutions are distinguished, companies that focused their activities in terms of keeping public founds and application f
Publicado em: 2007
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28. A PARTICIPAÇÃO DO MERCHANDISING NO PROCESSO DE COMPRA DOS CONSUMIDORES EM SUPERMERCADOS
The dispute for the consumers preference in the global scenery generated a growing competition. The point of sale started to stand out as a mark media after the professionalization of the Brazilian retail, initiated in the decade of 1980. With that, the point of sale started to demand researches on products, on consumers behavior ando n specific tools on sal
Publicado em: 2007
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29. Um Ambiente de especificação para aplicações destinadas ao comércio eletrônico / An environment of specification for applications destined to the e-commerce (electronic commerce)
Um dos atrativos do comércio eletrônico é a facilidade em novas formas de atingir e se comunicar com os consumidores como, por exemplo, propaganda, marketing, compras e serviços on-line. As empresas entendem que, para entrar no mercado, é necessária a criação de um site para a comercialização de seus produtos via rede. Desta forma, deve-se optar po
Publicado em: 2007
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30. Customer Relationship A Study about practices of Relationship Marketing used by Petrobras. / Relacionamento com Cliente: Um Estudo sobre as práticas de Marketing de Relacionamento adotadas pela Petrobras.
Research work that deals with Relationship Marketing as a fundamental part of competitive strategy in the corporate market, considering the effectiveness of the usage of technological information tools for its viability. The study used as its focus is the Canal Cliente, the ecommerce site of the biggest company in Brazil, Petróleo Brasileiro S.A. Petrobras.
Publicado em: 2006
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31. Customer acquisition and retention under the marketing relationship perspective / Aquisição e retenção de clientes sob a perspectiva do marketing de relacionamento
Over the last years, it has been noticed a growing concern about customer retention. Boosted by Marketing Relationship concepts, maintenance and development initiatives has spread through the companies budgets, starting to compete with traditional efforts of acquisition and transaction marketing. In spite of the competitive scenario of some companies demands
Publicado em: 2006
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32. MODELO DE GERENCIAMENTO PARA AS MICRO E PEQUENAS EMPRESAS DA REGIÃO CENTRAL DO RIO GRANDE DO SUL / ADMINISTRATION MODELS FOR SMALL COMPANIES OF THE CENTRAL AREA OF THE RIO GRANDE DO SUL
The success of MPE s (small companies) are intimately linked to the success of the national economy, and it is one of the determinant variables of the maintenance and the growth of a country. In that context, it was noticed in works developed in the central area of Rio Grande do Sul, that many of those companies possess own characteristics of the area, where
Publicado em: 2006
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33. Redes Neurais Artificiais aplicadas às avaliações em massa estudo de caso para a cidade de Belo Horizonte / MG
The purpose of this paper is to show the importance of the Artificial Neural Networks ANN application on the study of the marketing phenomena, and particularly concerning its application on the real estate market interpretation in the Evaluation Engineering. These models superiority regarding the estimations by the traditional econometrics has already been p
Publicado em: 2006
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34. O controle do comportamento de escolha: um modelo experimental do merchandising no ponto de venda / The control of the choice behavior: an experimental model of the point-of-purchase merchandising
One of the most used Marketing tools for the influence of the consumers` choice is the point-of-purchase merchandising, whith which one attempts to dettach the product in an universe of very similar options. From the behavioral analytical point of view the point-of-purchase merchandising could be seen as a stimulus control in which subjects (consumers) respo
Publicado em: 2006
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35. A Internet, o Comportamento do Consumidor e as Práticas de Marketing / Internet, Consumer Behavior and Marketing Practices
In the current competitive landscape, where the Internet plays a significant role in the customer-enterprise relationship, marketing professionals and academicals face the challenge of understanding the major changes and trends in consumer behavior, as well as the main competitive factors that cause a transformation in the competitive market dynamics. The cl
Publicado em: 24/11/2005
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36. THE USE OF ON- LINE MARKETING TOOLS: A STUDY WITH MASTERS STUDENTS IN ADMINISTRATION PROGRAMS IN PULIC BRAZILIAN UNIVERSITIES / A UTILIZAÇÃO DAS FERRAMENTAS DE MARKETING ON- LINE: UM ESTUDO COM OS MESTRANDOS EM ADMINISTRAÇÃO DAS UNIVERSIDADES FEDERAIS BRASILEIRAS
This thesis presents a study about the use of on- line marketing tools by masters students in Administration programs in public Brazilian universities, emphasizing the importance of such tools for the construction of a relationship between the institutions and those audiences in particular. Through the research, it has been investigated the behavior of the m
Publicado em: 2005