O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

Avaliação da eficiência dos programas de pós-graduação acadêmicos em administração, contabilidade e turismo

The Triennial Evaluation of Coordination for the Improvement of Higher Education Personnel (CAPES) is made according to several indicators, divided into several issues and items, and their weights. In these it is evident the importance of scientific periodicals. This study aims to evaluate the relative efficiency of post-graduate students in Business Administration, Accounting and tourism evaluated by CAPES in Brazil. The methodology used the data envelopment analysis - DEA (Data Envelopment Analysis). The data were obtained from the site and organized by the CAPES Qualis score. The analysis was performed by the DEA variable returns to scale, product-oriented (BCC-O), with data from the three-year periods 2004-2006 and 2007-2009. Among the main results are the average increase significantly the relative efficiency of the programs in the period 2007-2009 compared to 2004-2006 period, the highest average efficiency of programs linked to public institutions in relation to private, doctoral programs with the present average efficiency sharply higher than those only with masters, and senior programs in general were more efficient. There is also moderate and significant correlation between the efficiency scores and concepts CAPES. The Malmquist index analysis showed that more than 85% of programs had increased productivity. It is noteworthy that the main effect that influences the increase of the Malmquist index is the displacement of the border (Frontier-shift)

...Em busca da realidade... : a experiência da etnicidade dos Eleotérios (Catu/RN)

The south region of the Rio Grande do Norte has been historically recognized as a place of old indian villages. Inhabitants of the edges of the Catu River, border between the cities of Canguaretama and Goianinha, the Eleotérios in the threshold of 21st century had passed to be seen and self recognized as "remaining indians" of the RN. Their ethnic mobilizations, when becoming public had placed to the intellectual and political fields an old question to be reflected on: the asseverations concerning the "indian disappearing" in the State. This item brings with it other implications. Accessed by a para-oficial indigenism, the Eleotérios had started to establish political relations with the Potiguara indians of the Baía da Traição/PB and the Indian Movement, feeling stimulated to produce and to reproduce forms of social differentiation. In this context, this research is worried about elucidating the process of construction of the ethnicity among the Eleotérios, percepted from the social relations and politics kept with the amplest society, into a particular historical situation involving sugar cane fields owners, proprietaries, militants, researchers, ambiental agencies. The effects of these political and social relations had been extended, making Eleotérios appear to the society as susceptible social actors to the specific policies for the aboriginal populations

O zambê é nossa cultura o coco de zambê e a emergência étnica em Sibaúma, Tibau do Sul-RN

The coco de zambê is a dance of which origin is credited to old slaves who inhabited the coastalregion of Rio Grande do Norte. The zambê appears intensely in the narratives related to the past and present of Sibaúma, a quilombola community located in the southern coast of the state. It is conceived as a sign of ethnicity linked to a local black ancestry. The group is known as "remnant of Quilombo," and is demanding the process of territorial settlement, as guaranteed through the Brazilian federal constitution. The coco de zambê, presented as a kind of "certificate of ancestry to the group, besides, after a long period of abandonment, the dance is beeing "revitalized" and exploited by a part of the group alongside the demands for recognition. In this process there are several interlinked actors: NGOs, state agencies to promote the culture, representatives of public authorities and local leaders. Here, I'm interested in understanding how this process of revival occurs with the coco de zambê in Sibaúma: how a "brincadeira" (play) of the ancients comes to be a "cultural reference" and a means of political mobilization concerning their recognition

Povoações, freguesias e vilas na Paraíba Colonial: Pombal e Sousa, 1697-1800

The towns presently named Pombal and Sousa, located in the hinterland of the State of Paraíba, Brazil, still keep vestiges of the colonization process they went through along the 18th and 19th centuries, when they both emerged as settlement nuclei in the extreme West of the then captaincy of Paraíba and attained the status of freguesia and vila in a later period. This research aims to comprehend the process of urban formation and development of the colonial urban nuclei of Pombal and Sousa as they became povoados (hamlets), freguesias (parishes) and vilas (small urban communities with a local government), according to territorial expansion policies implemented by the Portuguese government from 1697 to 1800. The choice of the two urban settlements for this survey lies in the fact that they were part of the great conquest and colonization program undertaken by the Portuguese Crown. Another aspect that was considered was the fact that those towns are the oldest urban nuclei of Paraíba s hinterland. They came into being as early as in the times of the colony, thus producing a favorable environment to the study of the changes that occurred in the captaincy s hinterland scenery resulting from the process of formation and development of the colonial urban space. Three fundamental categories of analysis were defined since they have a direct bearing upon the urban configuration of the two colonization nuclei: povoado, freguesia and vila. The three of them are related to civil and ecclesiastic jurisdictions. Field, documentation and bibliography surveys were undertaken in order to develop the study. They allowed for the finding of vestiges of the old, colonial urban structures and for the development of theoretical analysis based on present-day studies of issues relating to the colonial urban history. The study purposes were, therefore, to try to understand how the old urban nuclei of Pombal and Sousa fit in the territorial expansion policies undertaken by the Portuguese government; to relate the process of urban formation and development of such nuclei with the categories of analysis povoação-freguesia-vila by discussing the relations and influences they exert over one another and their territory, as well as to unveil, as much as possible, the configuration the urban spaces that were shaped along the 18th century

Meio ambiente e planejamento: a relação cidade-natureza nos Planos Urbanísticos da cidade de Natal no século XX

This research studies the relation between city and nature in the urbanity s plans from Natal RN, Brazil, during the 20th century. Investigates and analyses the main documents that bring environmental s ideas inside from the urbanity s plans of Natal; gives the historical and economical situation from the city in each period studied; features the urbanity s plans, using categories of analyses to comprehension of this instruments. Try to contribute in the bigger process of historical rescue of Natal, and stimulates new studies. It was used documental s research, and bibliographic material. It was identified four (04) kinds of plans: the ones that focus in health and aesthetic (1901, 1929, 1935) technology and science (1968), zoning and control (1974, 1984) and environment. The hints founded shows that environmental ideas were put inside of the plans by government demands, especially in 1994 s plan, almost always without popular contribution and without this population get understands its meanings and implications

Turismo cultural na ZEPH-Ribeira: possibilidades e limitações

Considering that urban interventions, planned and executed recently at Natal, RN, should put Ribeira - one of the town centers - in the new limits of the expanded center of the city, this work examines the use of this new accessibility for the benefit of the development of an infrastructure to support a type of tourism currently seen as an alternative to diversification into areas dominated by entertainment tourism (the case of Natal). A local with city's traditional cultural facilities and holder of a set built that is a synthesis of the images of the neighborhood, it fears that this increase in the potential for movement and flows of use stimulate speculation and deployment of a bulk type of activity incompatible with the preservation the architectural heritage. Important economy for the city, tourism has been showing a factor propellant processing urban related changes in accessibility. It is argued that cultural tourism, often used in plans and projects of revitalization across the country, may be factor for sustainable development and conserve the assets, and contributes to the process of revitalization of the historic cultural center as Ribeira. Intended to illustrate the need to consider other information that might help in the revitalization of the neighborhood, this research presents the offer cultural tourism of Ribeira and identifies and maps certain physical attributes that, combined with functional attributes, can stimulate or inhibit the diversity and vitality in the region

Da promessa à realidade: a cidade potiguar do século XIX, a partir do olhar da elite

The purpose of this research is to apprehend the perception that the ruling elite, especially the Presidents of the province of Rio Grande do Norte/Brazil, had about the potiguar city, that is, the urban localities existing in the province along the 19th century. By interweaving political, administrative, socioeconomic and spatial aspects, the study of this perception involves two distinct moments, which are also linked: a moment of apprehension of the city, that is, how the elite seizes, describes and criticizes the city; and, a second moment, which occurs simultaneously or after the first moment, of intervention in the city, in which the elite exposes its vision and projects for the city and for the territory. Rather than describing the potiguar city in itself, the research is an attempt to reveal how it was perceived along this process from a particular standpoint or discourse, official and elitist, which did not correspond necessarily or completely to what it was in reality. We tried to understand, always through the lens of the discourse, how the ruling elite perceived the potiguar city based on what their members thought about other urban realities, particularly of the advanced countries; how, within an integrated vision, this city was characterized in political, administrative, socioeconomic and spatial terms and how it consolidated itself along the period established for the research. Qualitative and historical in nature, this study was also methodologically developed based upon bibliographical and documental research. Given the fact that this research works with descriptions, comparisons and interpretations, it was necessary to make use of tools such as the discourse analysis in order to apprehend, as much as possible, what lay behind the words of the elite. The primary sources used were essentially the official documents produced by the Presidents of the province, as well as other documents written by top government officials and other members of the administration staff, all of them composing the so-called ruling elite of Rio Grande do Norte. Secondary sources were books and other publications, theses and dissertations, among others. The research made possible the identification of a certain perception of the potiguar city in the 19th century, which is certainly limited because it is grounded on a specific discourse - that of the political and administrative elite, but which, in spite of such a limitation, is still useful to understand the city and its evolution along the period established, among other noteworthy remarks

Uma cidade em transformação: a influência da atividade do crediário nas mudanças da paisagem urbana de Tenente Ananias-RN

Studies on the urban landscape and on the changes of the urban space are relevant, since they reveal the economic dynamics and the way of life in the cities. Research on small towns, in particular, can display particular aspects and by so doing broaden the comprehension of this theme. The purpose of this research is to analyze the changes in the urban landscape and in the way of life of the inhabitants of the town of Tenente Ananias-RN that have been taking place since the 1990s up to the present (2013) and which result mainly from the commercial activity of crediário. The study is, therefore, a reflection on the impact of crediário economy on the urban landscape and on the way of life of a small town located in the hinterland of the State of Rio Grande do Norte. For this reason, it was necessary to study the landscape and the way of life found in Tenente Ananias in two moments: a) before the rise of the crediário, a period of time ranging from the town‟s initial emergence until the beginning of the 1990s; b) during the progress of crediário activity, from the beginning of the 1990s, when it starts, up to the present (2013). For this research, primary data (interviews, local survey visits) and secondary data (books, articles, reports, census data) were used. As a result of this study, it was possible to conclude that crediário plays a fundamental role for the explanation of the changes taking place in Tenente Ananias-RN, especially in the urban landscape and in the way of life of people. We have attempted, through this research, to contribute to the studies of a historical, social and economic process related to the urban landscape and space of a small town in the State of Rio Grande do Norte

Reutilização de imóveis de interesse patrimonial, voltados para a ahabitação: um estudo de caso na Ribeira-Natal/RN

This work analyzes the reutilization of real estate of patrimonial interest, come back toward habitation. One understands as real estate of patrimonial interest the old ones that present relevant architectural typologies that must be preserved; some buildings that represent characteristic architectural styles of a determined period; some valued real estates for the history of the city (historical, memory and image signification that has of certain places) and buildings with exceptional artistic elements. In short, real estate of patrimonial interest. The place or site to be studied will be the neighborhood of the Ribeira, because is an area that protects a bigger interest for the historic patrimony of the city. The habitation use was thought as a booster element of revitalization processes of degradable historic site, contributing to the preservation of artistic, architectural and historic patrimony, and thus to stimulate the accomplishment of the re-qualification of the neighborhood of the Ribeira. It is intended with the present study to examine alternatives to make possible habitation re (uses) in the historical quarter of the Ribeira in old constructions of patrimonial value

Compósitos Portland-biopolímeros para cimentação de poços de petróleo

The oil production in mature areas can be improved by advanced recovery techniques. In special, steam injection reduces the viscosity of heavy oils, thus improving its flow to surrounding wells. On the other hand, the usually high temperatures and pressures involved in the process may lead to cement cracking, negatively affecting both the mechanical stability and zonal isolation provided by the cement sheath of the well. The addition of plastic materials to the cement is an alternative to prevent this scenario. Composite slurries consisting of Portland cement and a natural biopolymer were studied. Samples containing different contents of biopolymer dispersed in a Portland cement matrix were prepared and evaluated by mechanical and rheological tests in order to assess their behavior according to API (American Petroleum Institute) guidelines. FEM was also applied to map the stress distribution encountered by the cement at bottom bole. The slurries were prepared according to a factorial experiment plan by varying three parameters, i.e., cement age, contents of biopolymer and water-to-cement ratio. The results revealed that the addition of the biopolymer reduced the volume of free water and the setting time of the slurry. In addition, tensile strength, compressive strength and toughness improved by 30% comparing hardened composites to plain Portland slurries. FEM results suggested that the stresses developed at bottomhole may be 10 to 100 times higher than the strength of the cement as evaluated in the lab by unconfined mechanical testing. An alternative approach is proposed to adapt the testing methodology used to evaluate the mechanical behavior of oilwell cement slurries by simulating the confined conditions encountered at bottornhole

Desenvolvimento de argamassa para restauração utilizando resíduo do polimento do porcelanato

The coatings mortars are essential elements of building structures because they execute an important role in protecting walls and are particularly exposed to aggressive action responsible for its degradation over time. The importance of wall coverings has been the subject of discussion and analysis in the conservation and rehabilitation of old buildings. Are sometimes removed and replaced with inappropriate solutions of constructive point of view or architecture. The most commonly used coatings on walls of old buildings is based on traditional hydraulic lime mortars. The present study aims at the formulation of new lime- based mortars and aerial fine aggregate, in order to contribute to a better field of conservation and restoration mortar coating of old buildings. Residue was used for polishing porcelain as fine aggregate, replacing the aggregate (sand), in percentages 05-30% by mass. We conducted a thorough evaluation of the mortar properties in fresh and hardened state by comparing the performance of the same with a reference mortar. The residue used was characterized as the density, bulk density, and particle size laser, scanning electron microscopy, X-ray diffraction and X-ray fluorescence. Formulations were produced 7, 6 with residue and one commonly used formulation, which served as a reference. In the formulations of lime mortars air (hydrated lime powder CH-I) has been adopted a stroke volume (1:3) with constant binder, was varied and the water / binder and aggregate and waste. For evaluation of mortars fresh, proceeded to consistency analysis, specific gravity, water retention and air content embedded. In the hardened state assays were performed in specific gravity, water retention, modulus of elasticity, tensile strength in bending, compressive strength, water absorption by capillary action, adhesion, tensile strength, resistance to shrinkage and salts by of crystallization trials with resources chloride solution, nitrate and sulfate all sodium in prismatic at 90 days of age, in addition to the micro structural analysis of mortars. Based on the results we can see that the mortar formulated with 10% content of waste and the reference free retraction feature more stable closer to neutrality. The composition of 10% was obtained better performance against the action of the salt crystallization. The mortar with 15% residue obtained better density, lower air content embedded and high capacity for water retention developing good workability. The replacement of 20% of waste generates a satisfactory utilization of resistance to compression, flexion and traction grip the base. And, finally, it can be seen that the mortar with 10, 15 and 20% residual show, in principle, good suitability as coatings, thus enabling a final result consistent with durability, workability and aesthetics developing therefore a material with better performance to repair or replace existing mortars in old buildings

Estudo sobre as potencialidades de compósitos à base de gesso e fibras de coco seco para aplicação na construção civil

The use of gypsum, one of the oldest building materials for the construction industry in the country has been experiencing a significant and steady growth, due to its low cost and some of its properties that confer comparative advantage over other binder materials. Its use comprises various applications including the coating of walls and the production of internal seals and linings. Moreover, the fibers are being increasingly incorporated into arrays fragile in an attempt to improve the properties of the composite by reducing the number of cracks, the opening of the same and its propagation velocity. Other properties, depending on the function of the component material or construction, among these thermal and acoustic performances, are of great importance in the context of buildings and could be improved, that is, having better performance with this embodiment. Conduct a comparative study of physico-mechanical, thermal and acoustic composite gypsum incorporating dry coconut fiber, in the form of blanket, constituted the main objective of this work. Improving the thermal and acoustic performances of precast gypsum, used for lining and internal vertical fences of buildings, was the purpose of development of these composites. To evaluate the effect of fiber content on the properties of the composites were used to manufacture the composite layer with different thicknesses. The composites were fabricated in the form of plates with dimensions of 500x500x24mm. To facilitate the comparative study of the properties were also made with material gypsum boards only. We then determined the physico-mechanical, thermal and acoustical plaster and composites. The results indicated that the composites were significant gains in relation to thermal performance and also acoustic, in certain frequency range, increasing the thickness of the blanket. Concerning other physical-mechanical properties, the results showed that although the compressive strength was lower than for the composite did not occur after a fracture catastrophic failure. The same trend was observed with regard to resistance to bending, since the composites have not suffered sudden rupture and still continued after the load supporting point of maximum load

Da Pedra do Rosário ao Pantanal: Espaço e Urbanização no Passo da Pátria (Natal/RN)

The Passo da Pátria is one of the areas of housing in the city of Natal/RN, presents characteristics of insecurity on ways to live and access to goods and services. The project of urbanization called Integrated Project Passo da Pátria implemented since 2002 by the public power wants to change this picture. In Passo da Pátria system of classifications of space operated by the villagers signals to singularities that allows the identification of four pieces: Pedra do Rosário , Passo , Areado and Pantanal . The actions of the Project of Urbanization promote a new socio-space configuration. Our objective is to examine ways of appropriation of space in Passo da Pátria , built by the residents, which included their cultural practices giving symbolic meaning to the four pieces. The methodological procedures consisted of: literature review of the themes of the City, Urban, Segregation socio-space, Space, the Public Policies in urban area and texts on the Passo da Pátria ; desk research and interviews with old residents, recent residents, and these: men, women, young, and leaders of the Passo da Pátria . The evaluation of the data indicates that residents live positively the action of the public power as regards the expansion of urban infrastructure and services. At the same time, negative value of the shares removal of residents and idea of integration for the different pieces that form the Passo da Pátria , for them, these actions desconstroem times, experiences and narratives that are expressed in their relations with the space in which live

Da crise do estado à democracia como alvo: Observações sobre o neoliberalismo a partir de Friedrich Hayek e Milton Friedman

The neoliberalism proclaims the crisis of the State in front of globalization , but, approaching two books taken as basic on this theoretical chain - The road to serfdom, of Friedrich Hayek, and Capitalism and Freedom, of Milton Friedman - to analyze this supposed dualism, the conclusion into which we arrive is another one. Remembering liberal tradition and quickly, later, analyzing critically the workmanships, can be perceived that others are the conflicts really gifts in the current capitalist reality - market versus State et capitalism versus democracy - and, from the understanding on the reading made and the theoretical trajectory of its authors, we may see as the neoliberalism locates itself in relation to these conflicts, which polar regions of these antagonisms privileges, what represents the State for itself, and what it intends as much more global philosophy than economic/politics thinking only