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ESTRATÉGIA DE MARKETING: CONTRIBUIÇÕES PARA A TEORIA EM MARKETING.
- Source :
-
RAE: Revista de Administração de Empresas . Oct2006, Vol. 46 Issue 4, p25-35. 11p. - Publication Year :
- 2006
-
Abstract
- The following paper deals with marketing strategy. Specifically, it deals with the development of a theoretical model for marketing strategy formulation and implementation and its contribution to Marketing Theory. The literature about strategy was examined and two strategy making models were used for developing a model presented in this article. Besides combining these two models, an exploratory research was conducted to elaborate an initial structure of an evolutionary model, which was later validated with a group of companies using the results of a Structural Equation Modeling. Analysis of results in this research has shown the significant variables and their connections to build a model of marketing strategy making. This model contributes to the study of marketing strategy because it presents reflections about formulation and implementation considering several strategy views. [ABSTRACT FROM AUTHOR]
Details
- Language :
- Portuguese
- ISSN :
- 00347590
- Volume :
- 46
- Issue :
- 4
- Database :
- Academic Search Index
- Journal :
- RAE: Revista de Administração de Empresas
- Publication Type :
- Academic Journal
- Accession number :
- 24120183
- Full Text :
- https://doi.org/10.1590/S0034-75902006000400004