OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO
Autor(a) principal: | |
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Data de Publicação: | 2019 |
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/1848 |
Resumo: | The purpose of this work is to study and analyze the promotional campaigns used in the cultic space and its object of study is the New Temple of Solomon (NTS), which was conceived and built by the Universal Church of the Kingdom of God. Several characteristics that relate to or concern the NTS were raised; such as its location, construction, decoration, competing churches, use of sensorial marketing and the experiences and marketing techniques employed in the services and its construction will be seen in this case study. In addition to being the world headquarters of the IURD, the NTS is the largest denomination temple, and it is in its unique architecture that the great brand differentiation and strength of the IURD is demonstrated. The NTS emerges as a brand repositioning of the IURD and altering even its liturgy and worship that transcends its walls and influences by making the liturgy and worship of its faithful distributed in all the churches of the network appropriate in the new standard of the IURD, in Brazil or in the world. Looking at this object of study, we noticed the use of elements that used to be used mainly in large retail chains were implemented strategically in the NTS transforming this mega church into a Concept Store. |
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Oliveira, Roberto Joaquim deEscudero , CamilaFollis , RodrigoCONCEIÇÃO, JONATHAN GORDIM2019-06-04T19:40:54Z2019-03-18CONCEIÇÃO, JONATHAN GORDIM. OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO. 2019. 126 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo.http://tede.metodista.br/jspui/handle/tede/1848The purpose of this work is to study and analyze the promotional campaigns used in the cultic space and its object of study is the New Temple of Solomon (NTS), which was conceived and built by the Universal Church of the Kingdom of God. Several characteristics that relate to or concern the NTS were raised; such as its location, construction, decoration, competing churches, use of sensorial marketing and the experiences and marketing techniques employed in the services and its construction will be seen in this case study. In addition to being the world headquarters of the IURD, the NTS is the largest denomination temple, and it is in its unique architecture that the great brand differentiation and strength of the IURD is demonstrated. The NTS emerges as a brand repositioning of the IURD and altering even its liturgy and worship that transcends its walls and influences by making the liturgy and worship of its faithful distributed in all the churches of the network appropriate in the new standard of the IURD, in Brazil or in the world. Looking at this object of study, we noticed the use of elements that used to be used mainly in large retail chains were implemented strategically in the NTS transforming this mega church into a Concept Store.Este trabalho tem como objetivo estudar e analisar as investidas promocionais empregadas no espaço cúltico, e tem como seu objeto de estudo o Novo Templo de Salomão (NTS) que foi idealizado e construído pela Igreja Universal do Reino de Deus (IURD). Várias características, que se relacionam ou dizem respeito ao NTS foram levantadas; como a sua localização, construção, decoração, igrejas concorrentes, uso de marketing sensorial e de experiências e técnicas mercadológicas empregadas nos cultos e em sua construção serão vistos neste estudo de caso. Além de ser a sede mundial da IURD, o NTS é o maior templo da denominação, e é na sua arquitetura singular que é demonstrado o grande diferencial de marca e o poderio da IURD. O NTS surge como um reposicionamento de marca da IURD e alterando até a sua liturgia e adoração que transcende suas paredes e influencia fazendo com que a liturgia e adoração de seus fiéis distribuídos em todas as igrejas da rede sejam adequados no novo padrão da IURD, seja no Brasil ou no mundo. Olhando para esse objeto de estudo, percebemos o emprego de elementos que antes eram utilizados principalmente em grandes redes de varejo foram implementados de forma estratégia no NTS transformando esta mega igreja numa Concept Store.Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2019-06-04T19:40:54Z No. of bitstreams: 1 Jonathan Gordim Conceição2.pdf: 4854042 bytes, checksum: 893878c7cdfeefeb617764d12985177e (MD5)Made available in DSpace on 2019-06-04T19:40:54Z (GMT). No. of bitstreams: 1 Jonathan Gordim Conceição2.pdf: 4854042 bytes, checksum: 893878c7cdfeefeb617764d12985177e (MD5) Previous issue date: 2019-03-18Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPqapplication/pdfporUniversidade Metodista de Sao PauloComunicacao SocialIMSBrasilComunicacao Social:Programa de Pos Graduacao em Comunicacao SocialTemplo de Salomão - Estudo de caso; Igreja Universal do Reino de Deus; Igreja - Marketing; Igreja - ComunicaçãoTemple of Solomon - Case study ; Universal Church of the Kingdom of God; Church - Marketing; Church - CommunicationCIENCIAS SOCIAIS APLICADAS::COMUNICACAOOS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃOTHE PROMOTIONAL ASPECTS OF THE CULTSPACE: A CASE OF STUDY OF THE SALOMON TEMPLEinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis4333470630449360357500500600600-7662988059372876986-4056021055502874573-2555911436985713659info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da METODISTAinstname:Universidade Metodista de São Paulo (METODISTA)instacron:METODISTAORIGINALJonathan Gordim Conceição2.pdfJonathan Gordim Conceição2.pdfapplication/pdf4854042http://tede.metodista.br/jspui/bitstream/tede/1848/2/Jonathan+Gordim+Concei%C3%A7%C3%A3o2.pdf893878c7cdfeefeb617764d12985177eMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://tede.metodista.br/jspui/bitstream/tede/1848/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/18482019-06-04 16:40:54.215oai: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:2019-06-04T19:40:54Biblioteca Digital de Teses e Dissertações da METODISTA - Universidade Metodista de São Paulo (METODISTA)false |
dc.title.por.fl_str_mv |
OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO |
dc.title.alternative.eng.fl_str_mv |
THE PROMOTIONAL ASPECTS OF THE CULTSPACE: A CASE OF STUDY OF THE SALOMON TEMPLE |
title |
OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO |
spellingShingle |
OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO CONCEIÇÃO, JONATHAN GORDIM Templo de Salomão - Estudo de caso; Igreja Universal do Reino de Deus; Igreja - Marketing; Igreja - Comunicação Temple of Solomon - Case study ; Universal Church of the Kingdom of God; Church - Marketing; Church - Communication CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO |
title_full |
OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO |
title_fullStr |
OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO |
title_full_unstemmed |
OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO |
title_sort |
OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO |
author |
CONCEIÇÃO, JONATHAN GORDIM |
author_facet |
CONCEIÇÃO, JONATHAN GORDIM |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Oliveira, Roberto Joaquim de |
dc.contributor.referee1.fl_str_mv |
Escudero , Camila |
dc.contributor.referee2.fl_str_mv |
Follis , Rodrigo |
dc.contributor.author.fl_str_mv |
CONCEIÇÃO, JONATHAN GORDIM |
contributor_str_mv |
Oliveira, Roberto Joaquim de Escudero , Camila Follis , Rodrigo |
dc.subject.por.fl_str_mv |
Templo de Salomão - Estudo de caso; Igreja Universal do Reino de Deus; Igreja - Marketing; Igreja - Comunicação |
topic |
Templo de Salomão - Estudo de caso; Igreja Universal do Reino de Deus; Igreja - Marketing; Igreja - Comunicação Temple of Solomon - Case study ; Universal Church of the Kingdom of God; Church - Marketing; Church - Communication CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Temple of Solomon - Case study ; Universal Church of the Kingdom of God; Church - Marketing; Church - Communication |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The purpose of this work is to study and analyze the promotional campaigns used in the cultic space and its object of study is the New Temple of Solomon (NTS), which was conceived and built by the Universal Church of the Kingdom of God. Several characteristics that relate to or concern the NTS were raised; such as its location, construction, decoration, competing churches, use of sensorial marketing and the experiences and marketing techniques employed in the services and its construction will be seen in this case study. In addition to being the world headquarters of the IURD, the NTS is the largest denomination temple, and it is in its unique architecture that the great brand differentiation and strength of the IURD is demonstrated. The NTS emerges as a brand repositioning of the IURD and altering even its liturgy and worship that transcends its walls and influences by making the liturgy and worship of its faithful distributed in all the churches of the network appropriate in the new standard of the IURD, in Brazil or in the world. Looking at this object of study, we noticed the use of elements that used to be used mainly in large retail chains were implemented strategically in the NTS transforming this mega church into a Concept Store. |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-06-04T19:40:54Z |
dc.date.issued.fl_str_mv |
2019-03-18 |
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 |
CONCEIÇÃO, JONATHAN GORDIM. OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO. 2019. 126 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo. |
dc.identifier.uri.fl_str_mv |
http://tede.metodista.br/jspui/handle/tede/1848 |
identifier_str_mv |
CONCEIÇÃO, JONATHAN GORDIM. OS ASPECTOS PROMOCIONAIS DO ESPAÇO CÚLTICO: UM ESTUDO DE CASO DO TEMPLO DE SALOMÃO. 2019. 126 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo. |
url |
http://tede.metodista.br/jspui/handle/tede/1848 |
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por |
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openAccess |
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Universidade Metodista de Sao Paulo |
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IMS |
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Universidade Metodista de Sao Paulo |
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