AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING

Detalhes bibliográficos
Autor(a) principal: FAGUNDES, LIGIA
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
Texto Completo: http://tede.metodista.br/jspui/handle/tede/1746
Resumo: The goal of this research has been raised from questionings about sociocultural aspects and their associations with a modern consumption way and its results in several societal aspects, besides, aspect dimensions under technology influence and its exponential impacts. Emerges then, the research object analysis as a potential protagonist mainly in retail and 21st century communications. Omnichannel term (omni + channel) relates to sales product and services activities involved in distribution through multiple channels. This research will discuss the Omnichannel approach over trading and multichannel communication impact, as an alternative from consumer search in making part of product and solution launches, reducing distances between corporations and customers, moreover to promote experiences either in online the stores sites. Results expected from this research lie on integrated marketing communications management in Omnichannel environment and its challenges in such integration process. The methodology used was descriptive-exploratory analysis in a qualitative field research among Omnichannel market executives
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spelling Galindo, Daniel dos SantosKleber Markus (In Memoria)Mihailidis , Basile EmmanouelFarias , Luiz Alberto Beserra deOliveira , Roberto Joaquim deFAGUNDES, LIGIA2018-04-23T18:35:40Z2018-03-21FAGUNDES, LIGIA. AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING. 2018. 141 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo.2018 .http://tede.metodista.br/jspui/handle/tede/1746The goal of this research has been raised from questionings about sociocultural aspects and their associations with a modern consumption way and its results in several societal aspects, besides, aspect dimensions under technology influence and its exponential impacts. Emerges then, the research object analysis as a potential protagonist mainly in retail and 21st century communications. Omnichannel term (omni + channel) relates to sales product and services activities involved in distribution through multiple channels. This research will discuss the Omnichannel approach over trading and multichannel communication impact, as an alternative from consumer search in making part of product and solution launches, reducing distances between corporations and customers, moreover to promote experiences either in online the stores sites. Results expected from this research lie on integrated marketing communications management in Omnichannel environment and its challenges in such integration process. The methodology used was descriptive-exploratory analysis in a qualitative field research among Omnichannel market executivesO tema deste estudo foi incitado pelos questionamentos sobre os aspectos socioculturais e suas associações com a forma de consumo moderno e suas decorrências em vários âmbitos da sociedade, além do dimensionamento que esses aspectos tomam sob a influência da tecnologia e dos impactos exponenciais proporcionados por ela. Surge assim, a análise sobre o objeto desta pesquisa, o Omnichannel, que emerge como potencial protagonista nas formas de comunicação e gestão, intrinsecamente associadas à tecnologia digital e suas interfaces, impactando, sobretudo, no varejo e na comunicação no século XXI. O termo Omnichannel (omni + canal) se relaciona com as atividades envolvidas na venda de produtos e serviços e distribuição entre os múltiplos canais de venda. A pesquisa discutirá a abordagem sobre o Omnichannel nas transações comerciais e seu impacto na comunicação multicanal, como alternativa às buscas incessantes por parte do consumidor em fazer parte do processo de incorporação de novos produtos e soluções, de amenizar as distâncias e de promover experiências nos canais físicos e on-line. Os resultados esperados por meio deste estudo recaem sobre a eficácia da comunicação integrada na gestão Omnichannel e sobre os desafios no processo de integração dos canais. Será utilizado o método exploratório-descritivo para a coleta e análise de dados na pesquisa qualitativa de campo, com executivos de mercado que atuam junto ao objeto de estudo.Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2018-04-23T18:35:40Z No. of bitstreams: 1 Ligia Fagundes.pdf: 2888968 bytes, checksum: 995b48187e0b3005ad10c209f34e0040 (MD5)Made available in DSpace on 2018-04-23T18:35:40Z (GMT). No. of bitstreams: 1 Ligia Fagundes.pdf: 2888968 bytes, checksum: 995b48187e0b3005ad10c209f34e0040 (MD5) Previous issue date: 2018-03-21Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfporUniversidade Metodista de Sao PauloComunicacao SocialIMSBrasilComunicacao Social:Programa de Pos Graduacao em Comunicacao SocialComunicação Integrada de Marketing; Omnichannel; Comunicação multicanalIntegrated Marketing Communications; Omnichannel; multichannel CommunicationsCIENCIAS SOCIAIS APLICADAS::COMUNICACAOAS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETINGOMNICHANNEL'S PERSPECTIVES ON INTEGRATED MARKETING COMMUNICATIONinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis4333470630449360357500500600600-7662988059372876986-40560210555028745732075167498588264571info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da METODISTAinstname:Universidade Metodista de São Paulo (METODISTA)instacron:METODISTAORIGINALLigia Fagundes.pdfLigia Fagundes.pdfapplication/pdf2888968http://tede.metodista.br/jspui/bitstream/tede/1746/2/Ligia+Fagundes.pdf995b48187e0b3005ad10c209f34e0040MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://tede.metodista.br/jspui/bitstream/tede/1746/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/17462018-04-23 15:39:47.911oai:tahbit.umesp.edu.dti: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Biblioteca Digital de Teses e Dissertaçõeshttp://tede.metodista.br/jspui/http://tede.metodista.br/oai/requestbiblioteca@metodista.br||erick.roberto@metodista.bropendoar:2018-04-23T18:39:47Biblioteca Digital de Teses e Dissertações da METODISTA - Universidade Metodista de São Paulo (METODISTA)false
dc.title.por.fl_str_mv AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING
dc.title.alternative.eng.fl_str_mv OMNICHANNEL'S PERSPECTIVES ON INTEGRATED MARKETING COMMUNICATION
title AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING
spellingShingle AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING
FAGUNDES, LIGIA
Comunicação Integrada de Marketing; Omnichannel; Comunicação multicanal
Integrated Marketing Communications; Omnichannel; multichannel Communications
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
title_short AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING
title_full AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING
title_fullStr AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING
title_full_unstemmed AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING
title_sort AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING
author FAGUNDES, LIGIA
author_facet FAGUNDES, LIGIA
author_role author
dc.contributor.advisor1.fl_str_mv Galindo, Daniel dos Santos
dc.contributor.advisor-co1.fl_str_mv Kleber Markus (In Memoria)
dc.contributor.referee1.fl_str_mv Mihailidis , Basile Emmanouel
dc.contributor.referee2.fl_str_mv Farias , Luiz Alberto Beserra de
dc.contributor.referee3.fl_str_mv Oliveira , Roberto Joaquim de
dc.contributor.author.fl_str_mv FAGUNDES, LIGIA
contributor_str_mv Galindo, Daniel dos Santos
Kleber Markus (In Memoria)
Mihailidis , Basile Emmanouel
Farias , Luiz Alberto Beserra de
Oliveira , Roberto Joaquim de
dc.subject.por.fl_str_mv Comunicação Integrada de Marketing; Omnichannel; Comunicação multicanal
topic Comunicação Integrada de Marketing; Omnichannel; Comunicação multicanal
Integrated Marketing Communications; Omnichannel; multichannel Communications
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
dc.subject.eng.fl_str_mv Integrated Marketing Communications; Omnichannel; multichannel Communications
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
description The goal of this research has been raised from questionings about sociocultural aspects and their associations with a modern consumption way and its results in several societal aspects, besides, aspect dimensions under technology influence and its exponential impacts. Emerges then, the research object analysis as a potential protagonist mainly in retail and 21st century communications. Omnichannel term (omni + channel) relates to sales product and services activities involved in distribution through multiple channels. This research will discuss the Omnichannel approach over trading and multichannel communication impact, as an alternative from consumer search in making part of product and solution launches, reducing distances between corporations and customers, moreover to promote experiences either in online the stores sites. Results expected from this research lie on integrated marketing communications management in Omnichannel environment and its challenges in such integration process. The methodology used was descriptive-exploratory analysis in a qualitative field research among Omnichannel market executives
publishDate 2018
dc.date.accessioned.fl_str_mv 2018-04-23T18:35:40Z
dc.date.issued.fl_str_mv 2018-03-21
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv FAGUNDES, LIGIA. AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING. 2018. 141 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo.2018 .
dc.identifier.uri.fl_str_mv http://tede.metodista.br/jspui/handle/tede/1746
identifier_str_mv FAGUNDES, LIGIA. AS PERSPECTIVAS DO OMNICHANNEL FRENTE À COMUNICAÇÃO INTEGRADA DE MARKETING. 2018. 141 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo.2018 .
url http://tede.metodista.br/jspui/handle/tede/1746
dc.language.iso.fl_str_mv por
language por
dc.relation.program.fl_str_mv 4333470630449360357
dc.relation.confidence.fl_str_mv 500
500
600
600
dc.relation.department.fl_str_mv -7662988059372876986
dc.relation.cnpq.fl_str_mv -4056021055502874573
dc.relation.sponsorship.fl_str_mv 2075167498588264571
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Metodista de Sao Paulo
dc.publisher.program.fl_str_mv Comunicacao Social
dc.publisher.initials.fl_str_mv IMS
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
publisher.none.fl_str_mv Universidade Metodista de Sao Paulo
dc.source.none.fl_str_mv reponame:Biblioteca Digital de Teses e Dissertações da METODISTA
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