Marketing de relacionamento no mercado de franquias: estudo de caso : CNA Idiomas

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Marketing de relacionamento e relações públicas: uma aplicação no serviço de pós-venda da Embraer Executive Jets

The present study aims to investigate the interrelationship between the Relationship Marketing and Public Relations areas, high lighting its strategic value. The main goal is to discuss how the public relations professional can manage the customer loyalty by improving the after-sales services provided, applying it to a specific market such as business a viation. To establish the foundation to support the hypotheses, a revision of the subject literature was made, seeking to break down the barriers between marketing-mainly of relationship and public relations knowledge fields. A consult of the relevant literature was a continuous activity throughout the work. Divided into three chapters, the two first ones of fundamentals concepts, presents an after-sales services scenario, emphasizing the importance of the relationship and the definition of audiences in this area, in addition to a detailed description of the luxury market, a business aviation reality. The third chapter ends the discussion with a relationship proposal for Embraer Executive Jets, through actions based on the studied concepts. By gathering ideas and reflecting about the subject, using them to develop the proposal, a conclusion was resulted: the public relations professional is prepared and essential to build an effective after-sales relationship, since it's concerned about the communication excellence and knows the audiences significance in this process

O Relações Públicas como agente fundamental para a implantação de um Programa de Marketing de Relacionamento

This work of course conclusion aim to do the elaboration of a model of implantation of a Program of Relationship Marketing in an organization of visual communication in Bauru, São Paulo. The bibliographical revision evidences the evolution of the marketing in accordance with the necessities of each period, as well as the evolution of the profession of Public Relations that throughout the time accumulated many functions. Therefore, to implant the Relationship Marketing is necessary that the marketing may be faced as an enterprise philosophy, so that all workers have the focus in the customer’s satisfaction. The proposal of implantation of a Program of Relationship Marketing is validated by a basic agent, the Public Relations, who is able to work integrated with the Marketing Department to manage the process completely. The proposal elaborated is personalized, at the same time, is made having as base a previous diagnosis and an analysis of 3 Puts of the organization, so that, do a strategical planning of implantation of this new culture focused in the customer, based in the relationship

A campanha presidencial e o Vota Brasil em 2006: marketing e contexto político

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

O uso do marketing B2B em pequenas e médias empresas: um estudo exploratório no setor de automação industrial do Vale do Paraíba paulista

Pós-graduação em Engenharia Mecânica - FEG

Marketing em Medicina Veterinária

This paper will address the main concepts os modern marketing: marketing in businnes analysis, internal marketing, marketing plan, and relationship marketing and personal, always drawing a parallel with the reality of the veterinarian

As relações públicas em parceria com a ouvidoria e Ombudsman: gestão e ajuste para um relacionamento eficaz

This work presents as the central theme the management conducted by the Public Relations' professional regarding the custom relations' channels, focusing on Ombudsman. Its main objective is to discuss, reflect and establish a parallel between these activities, highlighting the importance of these channels on the organization’s communication and relationship process with their customers. Split in three chapters, it begins the discussion about the terminology in Ombudsman, from the meaning and concept of the terms to the comparison with other relationship means with the customer. It is a part of the study a brief history about organizations and their changes over the years, emphasizing the importance of customers and relations for the success of the modern day organizations, considering the Public Relations in this context. The discussion concludes establishing a parallel between the Ombudsman channels and the meaning of public relations in its management, regarding the relevancy of the subject in a highly competitive scenario, in which the customer/person, as a change agent, can be the responsible for the success or failure of organizations. The study tries to focus on showing the importance of the skills and competencies of the Public Relations for the fore mentioned channels, which are not well defined yet.

Uma análise investigativa da prática de Relações Públicas na indústria da moda

The main idea of this paper is to outline a brief overview about the fashion world from its evolution in the world and in Brazil, including also its growth in the Brazilian economy. From this point, the paper aims to show the relevance of the Public Relations professionals in the fashion market, which needs, more than anything of professionals who are capable and specialized in the relationship between the company and its target market, and in the service for customers who are more and more demanding when talking about quality of customer services

Comunicação Organizacional e Mídias Sociais: o uso das redes sociais nas estratégias de comunicação

The growing concern of experts in organizational communication with appropriate business relationships with its various stakeholders through digital platforms causes an upgrowth on the number of studies on the topic of social media. The social network communication receives analysis in different approaches, ranging from behavioral changes to the instrumentalization of these tools for marketing, relationship and information exchange. The objective of this monograph is to make an exploratory study that relates to organizational communication and social media, and discuss how the theories can contribute to the optimization of communication mediated by specific platforms that bring with them opportunities for interaction and relationship in the digital environment

Relações públicas e marketing turístico: atuando pela imagem do Brasil

This study presents an analysis of International Tourism, one of the most growing economic activities in the world. To realize promotion in this area, countries use diverse strategies, among them the touristic marketing. It consists on an instrument used to attract foreign tourists and build the image of the country as a touristic destination, transforming it into a global emergent leader. Due to the big sports events which will happen in Brazil, the World Cup and the Olympic Games, respectively, it is expected a growth on touristic activities. This is an opportunity to promote the country and build its image, the reason why the Federal Government made Plano Aquarela 2020, formed by a strategic plan which aims the international promotion of the country through a marketing program focused on the international tourist. What this image is and how to promote it are issues that the public relations professionals are capable to solve, with their abilities to develop instruments and their important actions to build a good touristic destination image of the country. This study aims to analyze the collaboration of public relations to improve the country's image from the actions developed by Plano Aquarela 2020. For this, a literature search was performed to expose the concepts of communication involved, the analysis of the plan and their actions, use the interview as an exploratory study to clarify information and stimulate new ideas

Relações públicas e web 2.0: a manutenção do relacionamento entre artista e público pela internet

The objective of this study is a explanation about the action possibilities of the Public Relations professional as a manager of communication between the musical celebrity and his publics. For this purpose, a bibliographical research was made about Internet question like his history, the evolution of Web 2.0 and even about different kinds of virtualization, introducing with interactivity. Other researches was been made like social culture topics and even the studies of Public Relations actions in the artistic scene, acting like a manager of different publics relationships in the virtual contacts. A study case with the virtual communication tools employed in the career of Hugo e Tiago, one of the country artists in Brazil, is also in this studies. Otherwise, the study explains about the different ways of Public Relations actions, his upgrades along with the new communication tools and his new types of making relations with more and more different publics. Working with new strategies and keeping his objectives in the organization and public relationship, Public Relations brands a new vision to this type of communication professional, who becomes even more important in the actual organizations scenario

Causas de variação nos preços de bovinos nelore elite no Brasil

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Vinte anos de assistência a pessoas vivendo com HIV/AIDS no Brasil: a perspectiva de profissionais da saúde

O objetivo do estudo é descrever os significados atribuídos por profissionais de saúde à sua experiência de cuidar de pessoas com HIV/AIDS. Os dados foram coletados em entrevistas com 10 profissionais da saúde, em diferentes instituições paulistas. Três temas emergiram da análise dos dados: (a) o cenário da assistência ao paciente com HIV/AIDS; (b) relacionamento com o paciente; (c) aspectos éticos nesse cuidado. A despeito dos reconhecidos avanços na assistência a esse paciente, os achados revelam a persistência de comportamentos discriminatórios, relacionados a sentimentos de insegurança e medo do contágio, entre os profissionais nos serviços e hospitais gerais. O preparo específico para atender os pacientes estaria mais voltado aos profissionais dos centros especializados para a assistência ao HIV/AIDS, resultando em dificuldades na integração da assistência a esses pacientes nos demais serviços do SUS. Esses dados remetem aos aspectos da formação profissional na área da saúde como um todo, levando à reflexão sobre as competências que se espera dos profissionais da saúde em cuidar e relacionar-se com pessoas com HIV/AIDS, assim como sobre o impacto dessa realidade na prevenção da doença.

Poaia [Psychotria ipecacuanha (Brot.) Stoves]: aspectos da memória cultural dos poaieiros de Cáceres - Mato Grosso, Brasil

O Brasil está entre os principais exportadores de poaia [Psychotria ipecacuanha (Brot.) Stoves] seguido do Panamá e Costa Rica. A poaia brasileira apresenta alto valor farmacológico das raízes devido aos teores de emetina e cefalina. Este trabalho teve como objetivo descrever como as famílias de poaieiros mantém a memória cultural sobre a Psychotria ipecacuanha (Brot.) Stoves. As informações foram coletadas no município de Cáceres, Mato Grosso, através de entrevista estruturada e observação participante com 20 homens e 10 mulheres, de faixa etária de 45 a 86 anos. Foram citadas as formas de utilização na alimentação para animais, inseticida, carrapaticida, emético, contra diarréias, para alívio de dor de cabeça, contra malária, bronquite e dor no estômago. A raiz é a parte mais usada e a forma de preparo é tintura ou misturada ao fumo, ao vinho ou à cachaça. Poucos entrevistados passaram aos filhos o conhecimento sobre a P. ipecacuanha. A memória cultural sobre a P. ipecacuanha deve-se a vivência, extração e comercialização da planta, e por ouvir as conversas dos pais com amigos. A perda de conhecimento associado a poaia é causada pelo êxodo rural, destruição do habitat com o desmatamento e ocupação agrícola. A extinção da espécie na região contribui para a erosão cultural.

Caracterização da piscicultura na microrregião da baixada cuiabana, Mato Grosso, Brasil

The objective of this study was to characterize the fish farms located in the lowland micro region in Cuiaba, MT, through interviews with 26 selected farmers which represent the universe of fish farms that are active. Qualitative data were subjected to statistical Chi-square test to diagnose the existence of correlation between them with 95% confidence. These results support the conclusion that the species that compose the group of round fish are present in 100% of fish farms, accounting 88.2% of production. The difference is that production exclusively in nurseries and the largest area of shallow water, with production in higher scale than elsewhere in the country, with prospects of growth in area and productivity. Some actions should be implemented: legislation objectively and with sufficient qualified personnel to inspect the enterprises, applied research in food management and feed production with better price and quality, technical and administrative management, use of juveniles with proven genetics and monitoring of water quality. Fish farming is the main source of income funding for 67.5% of farmers interviewed. The size of the fish farms did not affect the variables related to implementation, conduct and management of the activity. The demand and price of feed are the variables that most directs the decision making of farmers. The main marketing channel used by medium and large farmers is exclusively, the slaughterhouses. The main part of fish is sold processed.