O marketing sensorial e os panoramas de equivalências na área de secretariado executivo.

The current transformation within the market context discloses how important the approach to new marketing strategies is in order to supply new demands. In that context, sensory marketing is emphasized as a thriving market strategy which the basis is deeply linked to the sensory organs and also to the particular sensitivity of the human mind. Considering this theoretical aspect, similarities were analyzed in what concerns the relation between sensory marketing and the field of executive secretariat. In addition, this research aimed to identify how this relation can be assimilated and perceived by these professionals into their daily routines of work in the area. This study follows a qualitative, descriptive and explanatory approach, in which six graduated professionals of the executive secretariat area conducted a field research. The results show that the sensory marketing is integrated into the secretarial routines of work and their aims at bringing pleasurable and involving experiences to the customers. Secretaries consider sensory marketing as something essential for a brand to achieve success. However, the concepts related to this area are not widely explored during the professional performance of those individuals who work in this area. Therefore, sensory marketing and executive secretariat play equally important roles by helping to develop qualifications and professional growth. Certainly, it derives from the relation between the exchange of knowledge provided by the interaction between these two areas. [ABSTRACT FROM AUTHOR]