Contemporary Market management: A theoretical model proposition

• Autor(a) principal: Damázio, Luciana Faluba
• Data de Publicação: 2022
• Outros Autores: Shigaki, Helena Belintani, Gonçalves, Carlos Alberto
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Ciências da Administração
• Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/70549
• topic: Brand positioning; Structure of the value proposal; Market articulation; Customer relationship; Market intelligence; Posicionamento da marca; Estrutura da proposta de valor; Articulação da comercialização; Relação com o mercado; Inteligência de mercado

This paper aims to propose a Contemporary Marketing Management model more adherent to the current reality, identifying the antecedents of the firm’s superior performance - Brand positioning, structure of the value proposition, market articulation, customer relationship, and market intelligence. The model was proposed from an empirical study and a broad bibliographical review, in which eighty relevant and updated papers were selected from the EBSCO, SPELL and Web of Science bases. Seminal and structuring papers were also included in the selection and reading, due to their relevance in concept construction. It is expected that the model allows the identification of performance profiles in the management of markets, as well as their relationship with the superior performance. Thus, it will be possible to infer the position of the organization vis-à-vis its competitor and identify the area of relevance that has been neglected.