INTERNET AND MARKETING MIX: A CASE STUDY IN THE COMPANY RIKA COMIC SHOP

• Autor(a) principal: Toledo, Luciano Augusto
• Data de Publicação: 2012
• Outros Autores: Kozesinski, Ricardo
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Sistemas & Gestão
• Texto Completo: https://www.revistasg.uff.br/sg/article/view/V7N1A2
• topic: Marketing Composto; Niche Marketing; E-commerce; Marketing Composto; Niche Marketing; E-commerce; mix de marketing; mercado de nicho; comércio eletrônico

This article discusses the use of a micro-enterprise that operates in the electronic commerce over the internet for comic books old and rare forms of the 4p’s of marketing composto: product, price, square (distribution) and promotion (communication). The first stage of the research consisted of a literature review of topics belonging to research problem and its specific aims, seeking to contextualize and sizing this market in Brazil and worldwide. The research took place in the form of a case study, which was followed proper protocol for this type of research. In the second part was administered an interview with semi-structured questionnaire with the manager of the company aimed to identify how it was operationalized the marketing composto in this niche market. Data obtained by interview were compared with the theory, generating a critical analysis that allowed the identification of similarities and evidence of very special situations. At the conclusion of the research it was found that the evidence in this particular segment in relation to that provided by the bibliography, especially with regard to communication and price.