Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector

Detalhes bibliográficos
Autor(a) principal: Oliveira, Bruno Antunes
Data de Publicação: 2013
Outros Autores: Toledo, Ana Carolina, Lopes, Evandro Luiz
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/11978
Resumo: The purpose of this research is to exemplify the development of retail services, using a case study. The service sector is booming both globally and in Brazil. Faced with competition, retailers are adopting several innovative services to make buying decisions more attractive. In this study, through a literature review of the theory of retail and through a field visit to a new "concept store" from Vivo S/A (a multinational telecommunications company), the authors explore the marketing strategies adopted by the company, especially those in the service sector. The main findings indicate that Experiential Marketing is still in the process of maturation in the national context. DOI: 10.5585/remark.v12i1.2471
id RBM-1_be4aef0a3065e77dde1c058d08f967e7
oai_identifier_str oai:https://periodicos.uninove.br:article/11978
network_acronym_str RBM-1
network_name_str REMark - Revista Brasileira de Marketing
repository_id_str
spelling Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications SectorEvolução da Experiência no Varejo de Serviços: Um Exemplo do Setor de Telecomunicações Brasileiroretail; services; Experiential Marketingvarejo; serviços; Marketing de ExperiênciaThe purpose of this research is to exemplify the development of retail services, using a case study. The service sector is booming both globally and in Brazil. Faced with competition, retailers are adopting several innovative services to make buying decisions more attractive. In this study, through a literature review of the theory of retail and through a field visit to a new "concept store" from Vivo S/A (a multinational telecommunications company), the authors explore the marketing strategies adopted by the company, especially those in the service sector. The main findings indicate that Experiential Marketing is still in the process of maturation in the national context. DOI: 10.5585/remark.v12i1.2471o propsito desta pesquisa , por meio de um estudo de caso gerado partir da netnografia, exemplificar a evoluo do varejo de servios. Como j se sabe, o setor de servios est em franco crescimento tanto no contexto mundial quanto no Brasil. Diante da competio instalada, os varejistas de servios esto adotando vrias inovaes para tornar o ambiente de deciso de compra cada dia mais atrativo. Neste estudo, os autores confrontam as estratgias comerciais varejistas adotadas pela Vivo S/A, empresa multinacional de telecomunicaes, com as principais caractersticas distintas do setor de servios. Os principais achados indicam que o Marketing experiencial ainda est em processo de maturao no contexto brasileiro.DOI:10.5585/remark.v12i1.2471Universidade Nove de Julho - Uninove2013-05-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1197810.5585/remark.v12i1.2471ReMark - Revista Brasileira de Marketing; v. 12, n. 1 (2013): Janeiro - Março; 223-2502177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11978/5603Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessOliveira, Bruno AntunesToledo, Ana CarolinaLopes, Evandro Luiz2019-06-21T15:29:47Zoai:https://periodicos.uninove.br:article/11978Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T15:29:47REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector
Evolução da Experiência no Varejo de Serviços: Um Exemplo do Setor de Telecomunicações Brasileiro
title Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector
spellingShingle Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector
Oliveira, Bruno Antunes
retail; services; Experiential Marketing
varejo; serviços; Marketing de Experiência
title_short Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector
title_full Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector
title_fullStr Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector
title_full_unstemmed Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector
title_sort Evolution of Experience in Retail Services: An Example of Brazilian Telecommunications Sector
author Oliveira, Bruno Antunes
author_facet Oliveira, Bruno Antunes
Toledo, Ana Carolina
Lopes, Evandro Luiz
author_role author
author2 Toledo, Ana Carolina
Lopes, Evandro Luiz
author2_role author
author
dc.contributor.author.fl_str_mv Oliveira, Bruno Antunes
Toledo, Ana Carolina
Lopes, Evandro Luiz
dc.subject.por.fl_str_mv retail; services; Experiential Marketing
varejo; serviços; Marketing de Experiência
topic retail; services; Experiential Marketing
varejo; serviços; Marketing de Experiência
description The purpose of this research is to exemplify the development of retail services, using a case study. The service sector is booming both globally and in Brazil. Faced with competition, retailers are adopting several innovative services to make buying decisions more attractive. In this study, through a literature review of the theory of retail and through a field visit to a new "concept store" from Vivo S/A (a multinational telecommunications company), the authors explore the marketing strategies adopted by the company, especially those in the service sector. The main findings indicate that Experiential Marketing is still in the process of maturation in the national context. DOI: 10.5585/remark.v12i1.2471
publishDate 2013
dc.date.none.fl_str_mv 2013-05-14
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/11978
10.5585/remark.v12i1.2471
url https://periodicos.uninove.br/remark/article/view/11978
identifier_str_mv 10.5585/remark.v12i1.2471
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/11978/5603
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 12, n. 1 (2013): Janeiro - Março; 223-250
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1799138642564743168

Registros relacionados