Marketing, advertisement and publicity – a study of terms in Brazil

Detalhes bibliográficos
Autor(a) principal: Filho, Miguel Arantes Normanha
Data de Publicação: 2007
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Ibero Americana de Estratégia - RIAE
Texto Completo: https://periodicos.uninove.br/riae/article/view/12980
Resumo: The main objective of this research consists in contributing with empirical verification of several interpretations done on marketing and advertisement, advertisement and publicity, in a special form used as if they were synonyms. In business context, this can lead companies into financial loss. The research is part of the observation that treats the terms marketing and advertisement as not being the same [semantically], but the concept: advertisement is a specific instrument and marketing is a business philosophy. The wrong interpretation of this terms can induces businessmen [executives] to make strategic mistakes that can influence the cash flow and, consequently, affect the company’s financial economical health.
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spelling Marketing, advertisement and publicity – a study of terms in BrazilMarketing, Propaganda e Publicidade - um estudo dos termos no Brasilmarketing; scope of marketing; marketing science; advertisement; publicity.marketing; escopo do marketing; ciências do marketing; propaganda; publicidade.The main objective of this research consists in contributing with empirical verification of several interpretations done on marketing and advertisement, advertisement and publicity, in a special form used as if they were synonyms. In business context, this can lead companies into financial loss. The research is part of the observation that treats the terms marketing and advertisement as not being the same [semantically], but the concept: advertisement is a specific instrument and marketing is a business philosophy. The wrong interpretation of this terms can induces businessmen [executives] to make strategic mistakes that can influence the cash flow and, consequently, affect the company’s financial economical health.Este estudo contribui para a verificação empírica das diversas interpretações e aplicabilidades dadas aos pares de termos marketing e propaganda, propaganda e publicidade, em especial pela forma e uso como se fossem sinônimos, num contexto de negócios que pode acarretar prejuízos às empresas. O estudo parte da observação de que utilizar marketing e propaganda como sinônimos não é uma questão semântica, mas conceitual, em que a aplicação de uma ferramenta [propaganda] específica, em detrimento de uma filosofia do negócio [marketing], leva empresários [decisores] a equívocos estratégicos, que influenciam e comprometem o capital de giro e, conseqüentemente, a saúde econômico-financeira da empresa.Universidade Nove de Julho - UNINOVE2007-12-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/riae/article/view/1298010.5585/ijsm.v2i1.24Revista Ibero-Americana de Estratégia; 2003: RIAE v2n1; 33-42Revista Ibero-Americana de Estratégia; 2003: RIAE v2n1; 33-422176-0756reponame:Revista Ibero Americana de Estratégia - RIAEinstname:Revista Ibero-Americana de Estratégia (RIAE)instacron:RIEOEIporhttps://periodicos.uninove.br/riae/article/view/12980/6435Copyright (c) 2019 Iberoamerican Journal of Strategic Managementinfo:eu-repo/semantics/openAccessFilho, Miguel Arantes Normanha2019-09-20T13:40:53Zoai:https://periodicos.uninove.br:article/12980Revistahttps://periodicos.uninove.br/riaePRIhttps://periodicos.uninove.br/riae/oai||bennycosta@yahoo.com.br2176-07562176-0756opendoar:2019-09-20T13:40:53Revista Ibero Americana de Estratégia - RIAE - Revista Ibero-Americana de Estratégia (RIAE)false
dc.title.none.fl_str_mv Marketing, advertisement and publicity – a study of terms in Brazil
Marketing, Propaganda e Publicidade - um estudo dos termos no Brasil
title Marketing, advertisement and publicity – a study of terms in Brazil
spellingShingle Marketing, advertisement and publicity – a study of terms in Brazil
Filho, Miguel Arantes Normanha
marketing; scope of marketing; marketing science; advertisement; publicity.
marketing; escopo do marketing; ciências do marketing; propaganda; publicidade.
title_short Marketing, advertisement and publicity – a study of terms in Brazil
title_full Marketing, advertisement and publicity – a study of terms in Brazil
title_fullStr Marketing, advertisement and publicity – a study of terms in Brazil
title_full_unstemmed Marketing, advertisement and publicity – a study of terms in Brazil
title_sort Marketing, advertisement and publicity – a study of terms in Brazil
author Filho, Miguel Arantes Normanha
author_facet Filho, Miguel Arantes Normanha
author_role author
dc.contributor.author.fl_str_mv Filho, Miguel Arantes Normanha
dc.subject.por.fl_str_mv marketing; scope of marketing; marketing science; advertisement; publicity.
marketing; escopo do marketing; ciências do marketing; propaganda; publicidade.
topic marketing; scope of marketing; marketing science; advertisement; publicity.
marketing; escopo do marketing; ciências do marketing; propaganda; publicidade.
description The main objective of this research consists in contributing with empirical verification of several interpretations done on marketing and advertisement, advertisement and publicity, in a special form used as if they were synonyms. In business context, this can lead companies into financial loss. The research is part of the observation that treats the terms marketing and advertisement as not being the same [semantically], but the concept: advertisement is a specific instrument and marketing is a business philosophy. The wrong interpretation of this terms can induces businessmen [executives] to make strategic mistakes that can influence the cash flow and, consequently, affect the company’s financial economical health.
publishDate 2007
dc.date.none.fl_str_mv 2007-12-11
dc.type.none.fl_str_mv

dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/riae/article/view/12980
10.5585/ijsm.v2i1.24
url https://periodicos.uninove.br/riae/article/view/12980
identifier_str_mv 10.5585/ijsm.v2i1.24
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/riae/article/view/12980/6435
dc.rights.driver.fl_str_mv Copyright (c) 2019 Iberoamerican Journal of Strategic Management
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Iberoamerican Journal of Strategic Management
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 Revista Ibero-Americana de Estratégia; 2003: RIAE v2n1; 33-42
Revista Ibero-Americana de Estratégia; 2003: RIAE v2n1; 33-42
2176-0756
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