Detalhes bibliográficos
| Ano de defesa: |
2003 |
| Autor(a) principal: |
Ignatti, Marcus Leandro Torrano
 |
| Orientador(a): |
Bertero, Carlos Osmar
|
| Banca de defesa: |
Gartner, Ivan Ricardo
|
| 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. |
