1. APLICAÇÃO DO MODELO DE PLANEJAMENTO DE MARKETING DE PIZZINATTO E SILVA (2009) NA PEQUENA EMPRESA.
- Author
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Bessa Sarquis, Aléssio, Bogo de Souza, João Gabriel, Coelho Soares, João, Alberto de Andrade Junior, Carlos, and de Matos Fraga, Alexandre
- Subjects
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MARKETING planning , *PREDICTION markets , *SEMI-structured interviews , *SMALL business , *PRODUCTION planning - Abstract
The study examined the implementation of Pizzinatto and Silva (2009) marketing planning model in a small baking and confectionery company. This is a qualitative study, in the form of a case study, with data collected through a semi-structured personal interview and documentary survey, and analyzed using content analysis techniques. The results indicate that the tested model is applicable in the context of small business, because it contains the relevant steps/decisions in the marketing planning process, has an easy-to-understand structure, low application complexity and low operation cost. [ABSTRACT FROM AUTHOR]
- Published
- 2018
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