Modelo conceitual de gestão de marketing para pequenas empresas do setor de confecção de vestuário

• Autor(a) principal: Cittadin, Jackson
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Universitário da Ânima (RUNA)
• Texto Completo: https://repositorio.animaeducacao.com.br/handle/ANIMA/2988
• topic: Marketing - Administração; Pequenas e médias empresas - Marketing; Planejamento empresarial

This research aims to develop a conceptual model of marketing management for small business in the clothing manufactory Industry, from existing theoretical models and empirical evidence collected in the clothing business of AMREC region in the state of Santa Catarina. The research is exploratory, with qualitative and as multicases study approach, with primary data collection through documentary survey, in-depth interviews and direct observation, involving owner and other company managers. We used the content analysis method with thematic categorization and the Atlas IT software in data analysis. The results allowed the construction of a conceptual model of marketing management systematic, comprehensive, integrated, drawn from already identified theoretical models and empirical evidence collected in three small business making garments. The evidence revealed the existence of entrepreneurial orientation, market orientation, analysis of marketing situation, preparation of marketing planning, allocation of marketing resources, use of traditional and contemporary marketing strategies and evaluation of marketing performance. The proposed conceptual model contains 4 steps, 5 dimensions and 23 categories of data. The model steps are: analysis of the marketing situation, preparation of marketing planning, implementation of marketing strategies and evaluation of marketing performance.