INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , , , |
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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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 |
_version_ |
1799766203620655104 |