Interação entre marketing e controladoria e os efeitos no conhecimento e desempenho

• Ano de defesa: 2018
• Autor(a) principal: Barbosa, Juliana Thereza
• Orientador(a): Oyadomari, José Carlos Tiomatsu
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Palavras-chave em Português: marketing; mensuração; desempenho; controle; interação
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::CIENCIAS CONTABEIS
• Link de acesso: http://dspace.mackenzie.br/handle/10899/26386

Marketing was always considered a subjective evaluation area, but in the last years, measuring marketing and its impact over companies’ performances are a very current theme in market discussions and academic literature, specially books and business schools. Being an emerging subject, a lot of practices still are little known and concentrated in business men. Despite the idea of Controllers as Business Partners, literature shows that the interaction between marketing and controlling isn’t well known. This paper proposes to explore three questions: (1) a closer relationship between Marketing and Finance teams implies in greater knowledge that one has about the other;(2) a closer relationship and more common knowledge implicate in Marketing Performance Measurement KPI’s and Tools more relevant to business discussions; (3) and finally, how the first two questions impact the performance of the company. Through a survey with 63 respondents, results corroborate that there’s a positive impact between interaction, as a trait of business culture, and interaction between Marketing and Finance Departments. This relationship generates more Finance and Marketing knowledge impacting companies’ performance in a good way.