ESTUDO DA EFICÁCIA DE ESTRATÉGIAS DE MARKETING EM PEQUENAS EMPRESAS DE INFORMÁTICA: CASE DIGITAL DATA INFORMÁTICA LTDA

Detalhes bibliográficos
Ano de defesa: 2003
Autor(a) principal: Ignatti, Marcus Leandro Torrano lattes
Orientador(a): Bertero, Carlos Osmar lattes
Banca de defesa: Gartner, Ivan Ricardo lattes
Tipo de documento: Dissertação
Tipo de acesso: Acesso embargado
Idioma: por
Instituição de defesa: Universidade Metodista de São Paulo
Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
Departamento: Processo Comunicacionais
País: BR
Palavras-chave em Português:
Área do conhecimento CNPq:
Link de acesso: http://tede.metodista.br/jspui/handle/tede/746
Resumo: In virtue the necessity of a new company innovation, caused by technological changes and by the globalization speed, a world tendency can be felt: the decrease in industrial jobs and a considerable increase in service. This reality supposes the creation of many industries, the majority small ones. That becomes this study especially important, because the creation of new industries associated at the high number of bankruptcy, shows a problem that must be investigated. So, this research tries to suggest marketing efficient strategies, which can reduce this problem, and a possible way to the maintenance and the development of small industries. A model was created to apply the marketing strategies, specifically in small industries. The model that was developed, in this research, begins with a bibliography critical review about the characteristics of small industries, as well as, the marketing practice and their correlation. It establishes internal procedures, for its application, and determines the conditions to the marketing be used in small industries, as well as, which are the compatible strategies and the necessary changes for its practice.