Brand and Relationship as an Evidence of Marketing Innovation by Teresina-Pi Cooking Segment Companies

• Autor(a) principal: Oliveira, Andreia Pereira de
• Data de Publicação: 2019
• Outros Autores: Pinheiro, Helano Diógenes
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Cadernos de Prospecção (Online)
• Texto Completo: https://periodicos.ufba.br/index.php/nit/article/view/32774
• topic: Inovação; Marca; Relacionamento.; Innovation; Brand; Relationship.

The Binding of Marketing Innovation in Micro and Small Enterprises (MPEs) following the bakery in Teresina-PI. The management of Marketing Innovation in business through the communication between the “Brand” and “Relationship” Dimensions by their organizations is the object of this article's study, position adopted by the MPEs in relation to Marketing Innovation and highlight the relationship between “Brand” and “Relationship” by MPEs from the implemented actions. The error methodology is a quantitative method, also considering the analysis questions and the researcher's interactions throughout the care process. The research results allowed us to recognize a greater impact of the actions represented in the “Brand” dimension, confirming the Marketing Innovation variables for the Teresina-PI Bakery follow-up.