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Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns
(2013-11-04)
The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the ...
Marketing de relacionamento: proposta de um plano de marketing de relacionamento para a Genyus Baterias
(2003)
The objective of this study is to propose a marketing relationship project to be used for Genyus Batteries in the construction of lasting relationships with relationship chain participants. To make it possible, concepts ...
Decisão de produto em um mercado emergente sob a perspectiva de uma multinacional
(2019)
Impulsionadas pela globalização, as empresas globais buscam o crescimento em mercados emergentes, ganhando a atenção dos fabricantes de bens de consumo globais. Entretanto, ao contrário dos mercados maduros, esses mercados ...
Advance towards a business-to-farmer marketing: a perspective from farm input companies
(2020-02-06)
O setor do agronegócio mudou drasticamente nas últimas décadas. O advento da profissionalização do produtor e consolidação em todo setor modificou as práticas de marketing e os recursos alocados pelas empresas de insumos ...
The analysis of foreign market entry strategies on the basis of different cultural backgrounds and environments: a qualitative study characterising the differences and similarities of Brazilian and European firms
(2016-01-28)
Moving into a new and foreign market can be challenging, especially when such market has a different culture and working environment in comparison to the home market. Thus, it is of utter importance to adjust a company’s ...
Gestão de marketing nas associações e cooperativas de agronegócio : o caso da Associação dos Produtores de Soja e Milho do Estado de Mato Grosso
(2003-11-18)
Esta dissertação analisar gestão de marketing no agronegócio, especificamente no contexto da Associação dos Produtores de Soja e Milho do Estado de Mato Grosso (Aprosoja/MT); trata-se de uma iniciativa que pode ser considerada ...
Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil
(2016-12-20)
In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent ...
O efeito da motivação sobre a intenção de empreender através do marketing multinível no Brasil: um estudo exploratório baseado na Teoria da Expectância
(2019-10-10)
Cultural, demographic and social changes affect the way products and services are distributed. Networking marketing is a kind of direct selling and it emerges as an efficient distribution channel. These organizational ...
Marketing glocal': marketing global com estratégias locais como vantagem competitiva de mercado
(2008)
The objective of this dissertation is to explore and deeply study the concepts about Glocal Marketing, explaining this recent phenomenon, highlighting the importance and the influence of local culture on the marketing mix ...
Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
(2016-11-16)
Cause-related marketing may offer opportunities that can contribute to women’s empowerment while having a positive impact on companies leading such programs. This paper seeks to broaden the existing understanding of women ...