Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network

Detalhes bibliográficos
Autor(a) principal: Carlos, Aneliese de Castro
Data de Publicação: 2018
Outros Autores: Felizola, Matheus Pereira Mattos
Tipo de documento: Artigo
Idioma: por
Título da fonte: Comunicação & Inovação
Texto Completo: http://seer.uscs.edu.br/index.php/revista_comunicacao_inovacao/article/view/4931
Resumo: This paper proposes a discussion on the connection between organizational communication and marketing and the perceived gap between academic theory and market practice. Companies participating in the Petrogas Network of Sergipe were observed. The holistic single-case study methodology proposed by Yin was used. Through this study it can be seen that, even in light of the rigid methods proposed by international standards, both communication and marketing have been neglected in the companies analyzed.
id USCS_18dea6879303f124e7cf4138605fc4f1
oai_identifier_str oai:ojs2.seer.uscs.edu.br:article/4931
network_acronym_str USCS
network_name_str Comunicação & Inovação
repository_id_str
spelling Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se NetworkEntre a academia e o mercado onde comunicação e marketing se encontram: um estudo de caso da Rede Petrogas/SEOrganizational communication. Marketing. Integrated marketing communication.Organizational communication and marketing.Comunicação organizacional. Marketing. Comunicação Integrada de marketing.Comunicação organizacional e marketing.This paper proposes a discussion on the connection between organizational communication and marketing and the perceived gap between academic theory and market practice. Companies participating in the Petrogas Network of Sergipe were observed. The holistic single-case study methodology proposed by Yin was used. Through this study it can be seen that, even in light of the rigid methods proposed by international standards, both communication and marketing have been neglected in the companies analyzed.Este trabalho propõe uma discussão sobre a ligação entre comunicação organizacional e marketing e a lacuna percebida entre a teoria acadêmica e a prática de mercado. Foram observadas empresas participantes da Rede Petrogas de Sergipe, analisadas sob a metodologia de estudo de caso único e holístico proposta por Yin. Por meio deste estudo pôde-se perceber que, mesmo atendendo a métodos rígidos propostos por normas internacionais, tanto a comunicação quanto o marketing vêm sendo muito negligenciados nas instituições analisadas.Universidade Municipal de São Caetano do Sul - USCS2018-04-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://seer.uscs.edu.br/index.php/revista_comunicacao_inovacao/article/view/493110.13037/ci.vol19n39.4931Comunicação & Inovação; v. 19 n. 39 (2018): Comunicação & Inovação2178-01451809-564Xreponame:Comunicação & Inovaçãoinstname:Universidade Municipal de São Caetano do Sul (USCS)instacron:USCSporhttp://seer.uscs.edu.br/index.php/revista_comunicacao_inovacao/article/view/4931/2392Copyright (c) 2018 Aneliese de Castro Carlos, Matheus Pereira Mattos Felizolahttps://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessCarlos, Aneliese de CastroFelizola, Matheus Pereira Mattos2022-10-04T19:13:11Zoai:ojs2.seer.uscs.edu.br:article/4931Revistahttp://seer.uscs.edu.br/index.php/revista_comunicacao_inovacao/PUBhttp://seer.uscs.edu.br/index.php/revista_comunicacao_inovacao/oairevistacomunicacaoinovacao@gmail.com || vera.basso@online.uscs.edu.br2178-01451809-564Xopendoar:2022-10-04T19:13:11Comunicação & Inovação - Universidade Municipal de São Caetano do Sul (USCS)false
dc.title.none.fl_str_mv Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network
Entre a academia e o mercado onde comunicação e marketing se encontram: um estudo de caso da Rede Petrogas/SE
title Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network
spellingShingle Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network
Carlos, Aneliese de Castro
Organizational communication. Marketing. Integrated marketing communication.
Organizational communication and marketing.
Comunicação organizacional. Marketing. Comunicação Integrada de marketing.
Comunicação organizacional e marketing.
title_short Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network
title_full Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network
title_fullStr Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network
title_full_unstemmed Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network
title_sort Between the academy and the market where communication and marketing are found: a case study of the Petrogas/Se Network
author Carlos, Aneliese de Castro
author_facet Carlos, Aneliese de Castro
Felizola, Matheus Pereira Mattos
author_role author
author2 Felizola, Matheus Pereira Mattos
author2_role author
dc.contributor.author.fl_str_mv Carlos, Aneliese de Castro
Felizola, Matheus Pereira Mattos
dc.subject.por.fl_str_mv Organizational communication. Marketing. Integrated marketing communication.
Organizational communication and marketing.
Comunicação organizacional. Marketing. Comunicação Integrada de marketing.
Comunicação organizacional e marketing.
topic Organizational communication. Marketing. Integrated marketing communication.
Organizational communication and marketing.
Comunicação organizacional. Marketing. Comunicação Integrada de marketing.
Comunicação organizacional e marketing.
description This paper proposes a discussion on the connection between organizational communication and marketing and the perceived gap between academic theory and market practice. Companies participating in the Petrogas Network of Sergipe were observed. The holistic single-case study methodology proposed by Yin was used. Through this study it can be seen that, even in light of the rigid methods proposed by international standards, both communication and marketing have been neglected in the companies analyzed.
publishDate 2018
dc.date.none.fl_str_mv 2018-04-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://seer.uscs.edu.br/index.php/revista_comunicacao_inovacao/article/view/4931
10.13037/ci.vol19n39.4931
url http://seer.uscs.edu.br/index.php/revista_comunicacao_inovacao/article/view/4931
identifier_str_mv 10.13037/ci.vol19n39.4931
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://seer.uscs.edu.br/index.php/revista_comunicacao_inovacao/article/view/4931/2392
dc.rights.driver.fl_str_mv Copyright (c) 2018 Aneliese de Castro Carlos, Matheus Pereira Mattos Felizola
https://creativecommons.org/licenses/by-nc-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Aneliese de Castro Carlos, Matheus Pereira Mattos Felizola
https://creativecommons.org/licenses/by-nc-nd/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Municipal de São Caetano do Sul - USCS
publisher.none.fl_str_mv Universidade Municipal de São Caetano do Sul - USCS
dc.source.none.fl_str_mv Comunicação & Inovação; v. 19 n. 39 (2018): Comunicação & Inovação
2178-0145
1809-564X
reponame:Comunicação & Inovação
instname:Universidade Municipal de São Caetano do Sul (USCS)
instacron:USCS
instname_str Universidade Municipal de São Caetano do Sul (USCS)
instacron_str USCS
institution USCS
reponame_str Comunicação & Inovação
collection Comunicação & Inovação
repository.name.fl_str_mv Comunicação & Inovação - Universidade Municipal de São Caetano do Sul (USCS)
repository.mail.fl_str_mv revistacomunicacaoinovacao@gmail.com || vera.basso@online.uscs.edu.br
_version_ 1798313369638273024

Registros relacionados