Detalhes bibliográficos
| Ano de defesa: |
2011 |
| Autor(a) principal: |
Azevedo, Liduina Ribeiro de |
| Orientador(a): |
Não Informado pela instituição |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Não Informado pela instituição
|
| Programa de Pós-Graduação: |
Não Informado pela instituição
|
| Departamento: |
Não Informado pela instituição
|
| País: |
Não Informado pela instituição
|
| Palavras-chave em Português: |
|
| Link de acesso: |
http://www.repositorio.ufc.br/handle/riufc/29312
|
Resumo: |
The growing importance of marketing activities and increased investments in the area justify the charge carried by senior management to evaluate and measure the results of marketing. This dissertation aims to check the application of marketing metrics proposed by Farris et al (2007), on the book Marketing Metrics, use on measuring marketing relationship actions results. In order to that, an exploratory study based on approaches and definitions of marketing relationship and its metrics was made. The method used was a case study in a Fortaleza supermarket network, which data to calculate the metrics were obtained by questionnaire. The analysis indicates that the metrics are relevant in measuring the results of the actions on marketing relationship, and that performance measurement is necessary to increase strategies alignment, increasing the credibility of the area on the vision of companies managements. |
