Information – an unreplaceable product in the marketing strategy: e-commerce company case study

Detalhes bibliográficos
Autor(a) principal: Seguro, José Leandro
Data de Publicação: 2022
Outros Autores: Razzolini Filho, Edelvino, Franco, Everton de Barros
Tipo de documento: Artigo
Idioma: por
Título da fonte: Journal of Perspectives in Management
Texto Completo: https://periodicos.ufpe.br/revistas/index.php/jpm/article/view/252295
Resumo: This article aims to analyze how an e-commerce company, located in Curitiba-PR, collects data and how it transforms them into useful information for building a marketing strategy. The study has a qualitative nature, through a bibliographic review of articles without time cut, the single case study through semi-structured interview, with the purpose of describing a specific contemporary event. As a result of the study, it was found that the main source of internal data is sales histories. On the other hand, as external sources, the company monitors information from the websites of competing companies. After transforming this data into information, the company carries out its planning and defines its marketing strategy, targeting advertisements and promotions, reducing operating costs, and maximizing results.
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spelling Information – an unreplaceable product in the marketing strategy: e-commerce company case studyInformação – um produto insubstituível na estratégia de marketing: estudo de caso empresa e-commerceInformation MarketingInformational ProductInformation as a ProductMarketing DecisionMarketing da InformaçãoProduto InformacionalInformação como ProdutoDecisão de MarketingMarketing da InformaçãoThis article aims to analyze how an e-commerce company, located in Curitiba-PR, collects data and how it transforms them into useful information for building a marketing strategy. The study has a qualitative nature, through a bibliographic review of articles without time cut, the single case study through semi-structured interview, with the purpose of describing a specific contemporary event. As a result of the study, it was found that the main source of internal data is sales histories. On the other hand, as external sources, the company monitors information from the websites of competing companies. After transforming this data into information, the company carries out its planning and defines its marketing strategy, targeting advertisements and promotions, reducing operating costs, and maximizing results.Este artigo objetiva analisar de que forma uma empresa de e-commerce, localizada em Curitiba-PR, coletam dados e como os transforma em informações úteis para construção da estratégia de marketing. O estudo tem cunho qualitativo, por meio de uma revisão bibliográfica de artigos sem corte temporal, estudo de caso único por meio de entrevista semiestruturada, com a finalidade de descrever um evento contemporâneo específico. Como resultado do estudo, foi constatado que a principal fonte de dados internos são os históricos de vendas. Por outro lado, como fontes externas, a empresa monitora informações de sítios de internet de empresas concorrentes. Após transformarem esses dados em informações, a empresa realiza seu planejamento e define sua estratégia de marketing, direcionando os anúncios e suas promoções, reduzindo os custos da operação e maximizando os resultados.Universidade Federal de Pernambuco2022-01-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleMétodo Qualitativoapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/jpm/article/view/25229510.51359/2594-8040.2022.252295Journal of Perspectives in Management; Vol. 6 (2022): Janeiro-Dezembro; 1-13Journal of Perspectives in Management; v. 6 (2022): Janeiro-Dezembro; 1-132594-8040reponame:Journal of Perspectives in Managementinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/jpm/article/view/252295/40665Copyright (c) 2022 José Leandro Seguro, Edelvino Razzolini Filho, Everton de Barros Francoinfo:eu-repo/semantics/openAccessSeguro, José LeandroRazzolini Filho, EdelvinoFranco, Everton de Barros2023-04-27T12:31:53Zoai:oai.periodicos.ufpe.br:article/252295Revistahttps://periodicos.ufpe.br/revistas/jpmPUBhttps://periodicos.ufpe.br/revistas/jpm/oaimarcele.elisa@ufpe.br || periodicos.ufpe@ufpe.br2594-80402594-8040opendoar:2023-04-27T12:31:53Journal of Perspectives in Management - Universidade Federal de Pernambuco (UFPE)false
dc.title.none.fl_str_mv Information – an unreplaceable product in the marketing strategy: e-commerce company case study
Informação – um produto insubstituível na estratégia de marketing: estudo de caso empresa e-commerce
title Information – an unreplaceable product in the marketing strategy: e-commerce company case study
spellingShingle Information – an unreplaceable product in the marketing strategy: e-commerce company case study
Seguro, José Leandro
Information Marketing
Informational Product
Information as a Product
Marketing Decision
Marketing da Informação
Produto Informacional
Informação como Produto
Decisão de Marketing
Marketing da Informação
title_short Information – an unreplaceable product in the marketing strategy: e-commerce company case study
title_full Information – an unreplaceable product in the marketing strategy: e-commerce company case study
title_fullStr Information – an unreplaceable product in the marketing strategy: e-commerce company case study
title_full_unstemmed Information – an unreplaceable product in the marketing strategy: e-commerce company case study
title_sort Information – an unreplaceable product in the marketing strategy: e-commerce company case study
author Seguro, José Leandro
author_facet Seguro, José Leandro
Razzolini Filho, Edelvino
Franco, Everton de Barros
author_role author
author2 Razzolini Filho, Edelvino
Franco, Everton de Barros
author2_role author
author
dc.contributor.author.fl_str_mv Seguro, José Leandro
Razzolini Filho, Edelvino
Franco, Everton de Barros
dc.subject.por.fl_str_mv Information Marketing
Informational Product
Information as a Product
Marketing Decision
Marketing da Informação
Produto Informacional
Informação como Produto
Decisão de Marketing
Marketing da Informação
topic Information Marketing
Informational Product
Information as a Product
Marketing Decision
Marketing da Informação
Produto Informacional
Informação como Produto
Decisão de Marketing
Marketing da Informação
description This article aims to analyze how an e-commerce company, located in Curitiba-PR, collects data and how it transforms them into useful information for building a marketing strategy. The study has a qualitative nature, through a bibliographic review of articles without time cut, the single case study through semi-structured interview, with the purpose of describing a specific contemporary event. As a result of the study, it was found that the main source of internal data is sales histories. On the other hand, as external sources, the company monitors information from the websites of competing companies. After transforming this data into information, the company carries out its planning and defines its marketing strategy, targeting advertisements and promotions, reducing operating costs, and maximizing results.
publishDate 2022
dc.date.none.fl_str_mv 2022-01-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Método Qualitativo
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/jpm/article/view/252295
10.51359/2594-8040.2022.252295
url https://periodicos.ufpe.br/revistas/index.php/jpm/article/view/252295
identifier_str_mv 10.51359/2594-8040.2022.252295
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/jpm/article/view/252295/40665
dc.rights.driver.fl_str_mv Copyright (c) 2022 José Leandro Seguro, Edelvino Razzolini Filho, Everton de Barros Franco
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 José Leandro Seguro, Edelvino Razzolini Filho, Everton de Barros Franco
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Pernambuco
publisher.none.fl_str_mv Universidade Federal de Pernambuco
dc.source.none.fl_str_mv Journal of Perspectives in Management; Vol. 6 (2022): Janeiro-Dezembro; 1-13
Journal of Perspectives in Management; v. 6 (2022): Janeiro-Dezembro; 1-13
2594-8040
reponame:Journal of Perspectives in Management
instname:Universidade Federal de Pernambuco (UFPE)
instacron:UFPE
instname_str Universidade Federal de Pernambuco (UFPE)
instacron_str UFPE
institution UFPE
reponame_str Journal of Perspectives in Management
collection Journal of Perspectives in Management
repository.name.fl_str_mv Journal of Perspectives in Management - Universidade Federal de Pernambuco (UFPE)
repository.mail.fl_str_mv marcele.elisa@ufpe.br || periodicos.ufpe@ufpe.br
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