INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL

Detalhes bibliográficos
Autor(a) principal: Freire Silva Filho, Joel
Data de Publicação: 2013
Outros Autores: Campos Catão, Gustavo, da Silva, Renato Valtencir, Pontes Pereira, Francisleide, Batista de Morais, Ademar
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/40684
Resumo: Due to strong competition in the market and the constant need for organizations to strategically improve, there is a growing demand in various business areas for a managerial-strategic optimization.  This is a requirement for corporations to be able  to operationalize their routine without losing sight of the long term – strategic thought. As far as marketing is concerned, a significant number of works (books, articles, etc) have come out yearly, which however fail to evidence a clear concern about a practical operationalization of their “truths”. For that reason, this article intends to analyze a management model known as integrated marketing system (RICHERS, 2000), or more commonly 4 A´s. Starting from there, an operational improvement will be proposed that is based on breakthrough tools such as: Strategy and Balanced Scorecard. The methodological tool will be bibliographical research with indirect documentation.
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spelling INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODELSISTEMA INTEGRADO DE MARKETING: CONTRIBUINDO PARA UM MODELOnovos modelos organizacionaisgestão de marketingcomposto de marketingplanejamentoestratégianew organizational modelsmarketing managementmarketing mixDue to strong competition in the market and the constant need for organizations to strategically improve, there is a growing demand in various business areas for a managerial-strategic optimization.  This is a requirement for corporations to be able  to operationalize their routine without losing sight of the long term – strategic thought. As far as marketing is concerned, a significant number of works (books, articles, etc) have come out yearly, which however fail to evidence a clear concern about a practical operationalization of their “truths”. For that reason, this article intends to analyze a management model known as integrated marketing system (RICHERS, 2000), or more commonly 4 A´s. Starting from there, an operational improvement will be proposed that is based on breakthrough tools such as: Strategy and Balanced Scorecard. The methodological tool will be bibliographical research with indirect documentation.Devido ao acirramento da competição no mercado e a necessidade permanente das organizações se aperfeiçoarem estrategicamente, é observável nas mais variadas áreas da administração “clamores” por uma potencialização estratégico-gerencial, onde as corporações consigam operacionalizar a sua rotina sem perder de vista o longo prazo - pensamento estratégico. No caso específico do marketing, se observa um expressivo volume de trabalhos (livros, artigos, etc.) sendo publicados anualmente, sem no entanto, demonstrarem uma nítida preocupação com a operacionalização prática de suas “verdades”. Em face do exposto, o presente artigo visa discorrer sobre um modelo de gestão denominado sistema integrado de marketing (RICHERS, 2000), mais conhecido como 4 A´s, para a partir dele, propor um aperfeiçoamento operacional tendo por base a utilização de ferramentas de vanguarda, como por exemplo: Estratégia e Balanced Scorecard. Para o alcance do observado propósito, o artigo utilizará como ferramenta metodológica à pesquisa bibliográfica, por meio de documentação indireta.Universidade Federal do Rio Grande do Sul2013-06-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionScientific ArticleAvaliado pelos paresArtigo Científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/40684Electronic Review of Administration; Vol. 11 No. 2 (2005): Edição 44 - mar/abr 2005Revista Electrónica de Administración; Vol. 11 Núm. 2 (2005): Edição 44 - mar/abr 2005Revista Eletrônica de Administração; v. 11 n. 2 (2005): Edição 44 - mar/abr 20051413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/40684/25876Freire Silva Filho, JoelCampos Catão, Gustavoda Silva, Renato ValtencirPontes Pereira, FrancisleideBatista de Morais, Ademarinfo:eu-repo/semantics/openAccess2013-07-22T18:18:48Zoai:seer.ufrgs.br:article/40684Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-07-22T18:18:48REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
SISTEMA INTEGRADO DE MARKETING: CONTRIBUINDO PARA UM MODELO
title INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
spellingShingle INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
Freire Silva Filho, Joel
novos modelos organizacionais
gestão de marketing
composto de marketing
planejamento
estratégia
new organizational models
marketing management
marketing mix
title_short INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
title_full INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
title_fullStr INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
title_full_unstemmed INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
title_sort INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
author Freire Silva Filho, Joel
author_facet Freire Silva Filho, Joel
Campos Catão, Gustavo
da Silva, Renato Valtencir
Pontes Pereira, Francisleide
Batista de Morais, Ademar
author_role author
author2 Campos Catão, Gustavo
da Silva, Renato Valtencir
Pontes Pereira, Francisleide
Batista de Morais, Ademar
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Freire Silva Filho, Joel
Campos Catão, Gustavo
da Silva, Renato Valtencir
Pontes Pereira, Francisleide
Batista de Morais, Ademar
dc.subject.por.fl_str_mv novos modelos organizacionais
gestão de marketing
composto de marketing
planejamento
estratégia
new organizational models
marketing management
marketing mix
topic novos modelos organizacionais
gestão de marketing
composto de marketing
planejamento
estratégia
new organizational models
marketing management
marketing mix
description Due to strong competition in the market and the constant need for organizations to strategically improve, there is a growing demand in various business areas for a managerial-strategic optimization.  This is a requirement for corporations to be able  to operationalize their routine without losing sight of the long term – strategic thought. As far as marketing is concerned, a significant number of works (books, articles, etc) have come out yearly, which however fail to evidence a clear concern about a practical operationalization of their “truths”. For that reason, this article intends to analyze a management model known as integrated marketing system (RICHERS, 2000), or more commonly 4 A´s. Starting from there, an operational improvement will be proposed that is based on breakthrough tools such as: Strategy and Balanced Scorecard. The methodological tool will be bibliographical research with indirect documentation.
publishDate 2013
dc.date.none.fl_str_mv 2013-06-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Scientific Article
Avaliado pelos pares
Artigo Científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/40684
url https://seer.ufrgs.br/index.php/read/article/view/40684
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/40684/25876
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 11 No. 2 (2005): Edição 44 - mar/abr 2005
Revista Electrónica de Administración; Vol. 11 Núm. 2 (2005): Edição 44 - mar/abr 2005
Revista Eletrônica de Administração; v. 11 n. 2 (2005): Edição 44 - mar/abr 2005
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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